Mr President

Core disciplines: Advertising/Creative, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

Rule the World

Traditional fine jewellery advertising often sets women up as a grateful recipient, but what about the women who buy jewellery by themselves, for themselves, because they can?

Luxury jeweller, Annoushka, tasked us to launch her Crown Rings collection with a campaign that steps outside the fine jewellery mould. To represent her customers as the empowered, fashion-conscious customer that she is.

The brave question we asked ourselves was ‘how do we make Crown Rings a playful symbol of female empowerment?’ The bold answer we put forward was to break from the soft focus image of fine jewellery, by making an empowered visual statement for jewellery and women.

Our beautiful, high-fashion, Rule The World campaign broke with the traditional creative conventions of fine jewellery, with powerful, yet refined imagery. Featuring a diverse set of female hand models showing off the new Crown Rings in a playful and striking way, sharing messages of empowerment in Universal Sign Language (USL).

With two-thirds of people who purchase fine jewellery in-store conducting their research online first, or being influenced by social media, digital connectivity played a central part in our campaign.

By reaching the audience through web, influencers, social, print and in-store windows, the launch of the Crown Rings collection, through our Rule The World campaign, drove over ten times the previous sales volumes both in the flagship stores and online.

The campaign rolled out earlier this spring, with feature window displays at the Annoushka flagship stores in London and Hong Kong, and with ads in high-end fashion and jewellery titles, including Vogue, Tatler, FT’s How To Spend It.


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