Last we saw from John Varvatos and agency Yard was the fantastic campaign juxtaposing the make-up masked musicians of KISS with the designers’ wares in elegant black and white shots and a film by Danny Clinch. Yard brings even more rock and roll firepower to the fashion brand in its Fall/Winter 2014 campaign featuring Ringo Starr and an all-star posse including Stephen Tyler, Jeremy Piven and Jimmy Kimmel.
The campaign, once again shot by Danny Clinch, features print ads with Mr. Starr flashing his famous peace sign fingers. There’s also an online film in which the Beatles musician reflects on his history with the drums, intercut with scenes from his friends like Tyler and Kimmel banging away on a kit.
A social component to the campaign encourages consumers to post their own “peace sign” selfies to social media, tagged with #PEACEROCKS. For each one, John Varvatos will donate $1 to the Ringo Starr Peace and Love Fund, which seeks to aid inner-city students, veterans with post-traumatic stress syndrome and victims of violence and abuse through transcendental meditation.
The campaign coincides with Mr. Starr’s 74th birthday and his recent acceptance of the 2014 Grammy Lifetime Achievement Award on behalf of The Beatles.