John Varvatos Fall/Winter 2014 Campaign
by Luca Imbimbo
John Varvatos feature, on his 74th birthday, Ringo Starr in the Fall 2014 advertising campaign. This launch kicks off an initiative that support The Ringo Starr Peace & Love Fund.
The social media components revolve around #PEACEROCKS. This call-to-action encourages 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 to the charity through the end of 2014. Additionally, “Peace Shops” will be activated at various Varvatos points of sale where 100% of proceeds from a dedicated “peace rocks tee” will be sold to benefit the charity.
The black and white images were shot by famed rock photographer Danny Clinch in Los Angeles.
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