We were briefed to create a multichannel campaign that would communicate the long-lasting relevance of Polo Ralph Lauren’s most iconic pieces to the trend-obsessed ASOS audience. Considering the higher price point of the pieces, we wanted to create a campaign that would encourage a keep-forever attitude in the customer. We landed on a concept that presented the pieces as future heirlooms, within a fun family photo album visual, which perfectly aligned to PRL’s heritage identity. We cast a cluster of relatable chosen families to front our campaign—from twin brothers to a dog and its lookalike owner—across stills and paid and organic video assets that called on ASOS’ers to build their future archive with PRL. The campaign engaged super well and sparked a huge increase in YOY sales.