The main challenge of this project was to reposition Polo Ralph Lauren in the Spanish market and bring the brand closer to a young audience between 18 and 30 years old, with medium-high purchasing power. This action also served to communicate the new collection and promote the main points of sale.
To achieve the greatest possible impact, we emulated a roadtrip through different Spanish cities (Madrid, Barcelona, Bilbao, Marbella…). Different videos and photographs were filmed and communicated through the websites and social networks of Glamour and GQ magazines.
The model Jon Kortajarena and the actress Hiba Abouk were the protagonists of this action that ended with a meet & greet event with both ambassadors and their followers.