David Lauren expressed interest in partnering with National Geographic Fine Art Galleries on a scarf that Ralph Lauren would produce to benefit a nonprofit.
We were contacted by NGFA to build out the concept and creative direction for the scarf and packaging designed to benefit Emmy-winning activist and photographer, Beverly Joubert's Rhinos Without Borders. A non-profit protecting endangered rhinos from poaching. Together, we would donate a portion of the sales of each scarf back to Rhinos Without Borders with the amount donated equaling the cost required to successfully transport a rhino to safety.
We based the initial design of the scarf on the famous photo by Beverly Joubert of a blindfolded rhino awaiting transport with additional design nods to traditional African patterns. The "x" pattern represents the 1,000 rhinos killed each year by poachers.
The cost to transport each rhino safely was approximately $50,000. With each scarf handmade with ethical, sustainable materials, we designed the campaign to reach National Geographic Fine Art Galleries' high-end clientele, including Arnold Schwarzenegger, Sylvester Stallone, Owen Wilson, and Tim Cook.
