Wherever life takes you, take it with you

THE SCENE

PANDORA jewellery celebrates the special and unforgettable moments that shape women’s lives. With their extensive range, women can expand their collection while marking those all-important occasions. We leveraged this with a global brand TV campaign that would resonate with 80 plus countries.

INTO THE FOLD

This took the form of a global umbrella brand campaign, building on the brand proposition of ‘unforgettable moments’, while also delivering lasting creative equity. Our strategic output, ‘Wherever life takes you, take it with you’, took the form of a flexible modular brand TVC. The ad consisted of a number of beautifully shot vignettes, inviting audiences to journey with a woman as she experiences unforgettable moments in her life. To accompany the campaign, we also commissioned UK music artist Gabrielle Aplin to create the advert’s soundtrack ‘You and Me’.

THE IMPACT

The TV campaign was rolled out globally ahead of Christmas 2014, including the key markets of the UK, the US and Australia, and was supported with print, digital, PR, social media activity and bespoke online content featuring Gabrielle Aplin. The work resulted in PANDORA’s best ever Christmas sales, both in the UK and globally. PANDORA continues to enjoy healthy growth, with UK sales rising 30% in the first 3 months of 2016.

The campaign shows that “Pandora jewellery is a personal way of celebrating key moments in a woman's life but in a way that is customisable, memorable and creates an emotional connection with the audience.” Source: Helene Abel, VP Global Marketing Services, Pandora