Creative Brief
Project: Ralph Lauren announces “Birds of a Feather,” a collaborative capsule collection with Billie Eilish inspired by her music video.
Tagline/Headline
Birds of a Feather, Classics Stay Together
What is the Task?
The premise of this collaboration is to announce a brand online exclusive collaborative collection between Ralph Lauren and Billie Eilish, “Birds of a Feather” inspired by her “Birds of a Feather” Music Video. Drawing from Ralph Lauren’s classic and timeless style—visible throughout their Western wear and preppy American staples, classic knits that are tried and true pieces popular throughout any fashion era coupled with Billie Eilish’s avant-garde style of edgy designs, signature oversized silhouettes, camo designs and more— creating a blend of timeless classics through the perfect balance of precision and fluidity.
What is the goal?
The ultimate call to action and goal for this campaign is to broaden what ‘classic’ means for Ralph Lauren to increase audience engagement, particularly with young adult women. To continuously create staple, classic looks—you need to innovate. Creating this meaningful connection between their structured classic looks and Billie Eilish’s more whimsical and slightly moody style, will exemplify as the song says “Birds of a feather, we should stick together.” Yes—Ralph Lauren and innovation together create forever-evolving classics, and Ralph Lauren’s pieces never go out of fashion.
Launching the campaign exclusively online will encourage consumers to engage with Ralph Lauren in a digital medium as well. This will spark more audience engagement, interest, and traction to the home website rather than retailers and other affiliates, increasing direct sales and revenue and establishing the domain as the go-to for regular shopping, future collections or collaborations, and opportunities.
The campaign’s aims, specifically with Billie Eilish as a collaborator, would be to attract more young adults, who are part of Billie Eilish’s core audience.
Why do we need this?
The campaign suggests that Ralph Lauren needs to engage further with young adults to expand its target audience. Currently, Ralph Lauren’s target audience resonates with “luxury” and premium products. Young adults, GenZ, “want a cute, cheap outfit that looks great on Instagram,” which is an obstacle for Ralph Lauren and a perspective that needs to be shifted.
Collaborating with someone like Billie Eilish will not only fuse the definition of ‘classic’ American styles, but also attract a new generation more closely through storytelling, brand connection, and creating a new pseudo-relationship unliked other luxury brands.
Who is the Target Audience?
The primary audience for this campaign would be Gen Z/Millenials, approximately 16-35 years old, worldwide. They are especially interested in quality fashion, sustainability, storytelling, and, of course, music. These are fans of Billie Eilish who want to interact with and consume her brand on a more tangible level than music offers.
Additionally, those who want to are attracted to the scarcity of limited-edition events, such as limited-edition campaigns, one-time collections, etc. fear missing an opportunity to have a unique product—not everyone can have.
Parents and families of the younger demographic. Getting your child the next ‘it’ toy is always something parents want to achieve around birthdays, holidays, end-of-year school celebrations, etc. This campaign gives them an extra opportunity to do so while also being a brand they personally know and recognize.
What will make them listen to/read our material?
Emotional Ties
The collaboration being with Billie Eilish, a musical artist allows the campaign to pull from her emotional ties to individuals, creating a sense of need and yearning for this collection, in the same way that sports fans want jerseys
The Aesthetics of New Classic Pieces
On the fashion side, they are no not your everyday Ralph Lauren pieces with oversized knit sweaters, khaki cargo shorts, muted thermal long sleeves perfect for layering—can be dressed up or dressed down, and a courdory flat cap, and three exclusive Ralph Lauren Classic Polo Bear tees— dressed in a fusion of avant-garde oversized trousers with a fitted suit jacket or oversized khaki cargo shorts and a relaxed fit polo collared blouse worth waiting in a queue online for.
Limited Edition
As previously mentioned, the limited-time availability also serves as a call to action for consumers to stalk the company’s website, sign up for newsletters and email/text alerts, attend events, etc.
Sustainability
As previously mentioned, while Gen Z does want to have frugal/cheap fashion practices—they also really value sustainability. Highlighting GenZ’s desire to be sustainable and Ralph Lauren’s timeless, long-lasting products and apparel go hand and hand making this collaboration one worth splurging on.
Where will this story be told?
The campaign will be shared on billboards/Bus stops, similar OOH elements in large metropolitan cities across the US, as well as internationally/globally because Billie Eilish is an international sensation, and the campaign will be sold exclusively online—making it accessible to all.
Newsletters and social media campaigns for current followers and consumers of Ralph Lauren and Billie Eilish’s audiences to be aware of the collaboration and expect the launch date.
The ads and elements are expected to run on print and digital platforms such as
- Fashion Magazines
- Vogue
- Cosmopolitan
- Vanity Fair
- Harper’s Bazaar
- Social Media
- Instagram
- Facebook
- TikTok
- YouTube
- Content Creators/Celebrity Endorsements
- Work with PR firms to help seed products via Influencer events, partnerships, and gifting s.
- News Outlet Placements
- Hollywood Reporter
- The New York Times
- The LA Times
- Washington Post
- Television/Social Media Ads
- Short-form video content resembling the Birds of a Feather commercial for prominent Television channels, Subscription Platforms, and Social Media platforms suitable for Ralph Lauren and Billie Eilish’s target audience age range of 16-35-year-old women.
- Events/Pop-ups for Target Audience
- Events in metropolitan cities centered on engaging with targeted consumers directly. For example, a pop-up in Los Angeles at The Americana at Brand with unique displays, coupon codes, etc. ahead of the online exclusive launch to entice and create awareness of the collection that is to come.
