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Shanghai premiere of Ralph Lauren documentary features 1,000-drone spectacle

WWD

9 Dec 2024

SHANGHAI — Ralph Lauren‘s vision of the American dream has clearly struck a chord with the Chinese audience, which became the impetus for the American brand to host its first marketing spectacle in the country.

During the first week of December, the company staged a Shanghai takeover, which included a showstopping drone show by the historic Bund and the China premiere of the HBO documentary “Very Ralph.”

In the lead-up to the event, Ralph Lauren also lined the autumnal streets of the city with custom “Very Ralph” banners, then covered a busy subway tunnel at Xujiahui, the city’s downtown intersection, with a multimedia display of clips from the poignant documentary.

“We have basically blanketed the city with advertisements. It’s on airplanes, it’s in the hotels, and it’s on Tencent. It’s hopefully going to be seen by millions of people,” said David Lauren, Ralph Lauren’s son and the company’s vice chairman and chief innovation officer.

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