International jewellery brand Pandora has launched its new multifaceted advertising campaign targeting the active, socially responsible customer.
The S/S17 campaign, which officially launched today (March 16) “aims to empower women to take action and be true to who they are and what they want to DO”.
The campaign is a change in direction for the jewellery brand with the new lifestyle imagery capturing ‘moments in time’. Lifestyle shots, such as a mother and child playing together or friends having fun will be replicated across all Pandora stores and its digital platforms from this month.
In addition, the campaign will promote the brand’s aims to reduce its environmental impact and consider what its designs are made from.
A statement released today from Pandora said: “As well as providing a fresh aesthetic, the campaign is also a chance to tell the world what we DO. From crafting hand-finished, high quality products to being socially responsible.’
As part of the ‘DO’ campaign, the brand’s new TV advertisement, which officially launches today, will feature entrepreneur and America’s Next Top Model contestant Mamé Adjei.
Senior vice president and chief marketing officer at Pandora Minna Philipson explained: “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.”
Stephen Fairchild senior vice president and chief creative officer at Pandora added: “Spring/summer 2017 products are bright, versatile and strong, like women. Each piece stands for something positive that women can admire and believe in, in terms of roots, actions and aesthetics. What they choose says something about them.”