John Varvatos has just released the new Fall 2014 advertising campaign shot by Danny Clinch and featuring Ringo Starr. This latest campaign follows 20 seasons conceived by Yard and photographed by Clinch, all of which underscore the brand’s affinity for rock ‘n’ roll style-makers. This launch kicks off an initiative that combines the campaign, a behind-the-scenes short film and a dynamic social media component all to support The Ringo Starr Peace & Love Fund.
The social media components encourage participants to share photos of themselves flashing the peace sign via Instagram, Twitter, Vine, and Facebook, in an effort to raise funds while raising awareness. For each #PEACEROCKS tagged photo, $1 will be donated by John Varvatos to the charity through the end of 2014.
According to Stephen Niedzwiecki, Founder and Chief Creative Officer of YARD and longtime Varvatos collaborator, “We wanted to create a classic image of Ringo that also captured his passion for PEACE. Inspired by vintage photographs, every image features Ringo flashing his infamous peace sign, thus becoming the signature of the campaign.”
Friends of Ringo Starr came together to show their support in a 3-minute documentary-style short film in tandem with the #PEACEROCKS initiative. The video features a modern version of a drum circle with Clem Burke, Tré Cool, Jim Keltner, Jimmy Kimmel, Jeremy Piven, Chad Smith, Matt Sorum, Steven Tyler, and John Varvatos all performing while championing peace. You can see the video and more of the campaign on the John Varvatos site.