Launch of Pandora Do Jewellery – Internal campaigns in London and Copenhagen offices
To coincide with Pandora’s Spring/Summer 2017 collection, the luxury jewellery brand launched their DO Jewellery campaign earlier this month. The new communication campaign asks women to express their style, celebrate life and most significantly take positive action. The Spring/Summer collection from Pandora reflects the uniqueness in women with colourful, hand-finished, high quality jewellery.
“PANDORA is a brand rooted in transparency for more than 30 years, offering authenticity and dedication in our actions for bettering ourselves and others. The DO campaign and our new collections celebrate and bring this ethos to the forefront, ensuring that together, we are doing what is true to us,” explains Minna Philipson, Senior Vice President and Chief Marketing Officer at PANDORA.
Encompassing dynamic activations across multiple platforms, the DO campaign features inspiring personalities such as Mamé Adjei, female entrepreneur and America’s Next Top Model contestant. mmntoring young women, pursuing humanitarian work, or leading a business, the energetic women introduced in the new campaign embodies what DO is all about – aided by the confidence found through a unique PANDORA style.
To DO campaign focuses on empowering women to be their authentic selves and as an incentive to Pandora staff at their global offices they created photo activations that celebrated women and the new jewellery collection. We participated in the launch by creating a unique photo experience in their London and Copenhagen offices. Pandora created a bespoke photo pod that allowed their staff to place themselves in one of the Do campaigns that included the slogans Bold, Indulge, Bloom and Dream, a collaboration with Disney.
The DO campaign was brought to life through the use of a Green Screen and interactive photo booth software. Participants could select their Do frame on screen and upload their photos through personalised Email, SMS and Facebook. The Pandora staff walked away with a handful of prints featuring the different colour palettes from the campaign.
The campaign was a resounding success with over 400 pictures being snapped and printed over the 5 live days of the activation.