While some jewellers are going down the romantic, and others the heartwarming routes for festival ads, Chow Sang Sang Jewellery has eschewed the overused celebrity endorsement tactic to go full-on animation to celebrate the gifting season.
To add a little chic to its diamond products, the local jeweller has rolled out a set of three animated female-centric videos that represent three personality types of women – confident, adventurer and elegant – to remind people a gift should be able to project their own sense of style.
Created by The Right Side, the bejewelled series – add sparkle to your style – will run on outdoor TV screens and social media, with no plans to air on television.
For the main visual of the campaign – for OOH and print – the feminine drawing comes from local fashion illustrator Jack Lee, who has a track record in partnering fashion labels, including Lane Crawford and Sport B.
Stylish-Confidence type (Bling)
Whimsy-Adventurer type (Glitter)
Sweetly-Elegant type (Sparkle)
This is not the first time Chow Sang Sang has used hand-drawn characters to celebrate the festival season. The company trialled the tactic last year, which was successful, said Cecilia Yim, marketing director at Chow Sang Sang.
“The animation is an effort to refresh the brand to appeal to the younger generation. We took a more dreamy approach in last year’s hand-drawn animation; this year we opted for a more mature and sophisticated tone,” she told Marketing.
“In order to be able to choose the perfect Christmas gift, one must have a deep understanding of each other and their personalities. We believe that every woman has her own sense of style, and gifts should serve the purpose to reflect their individual beauty and personalities.”
The campaign is slated to run until the end of this year.
Client: Chow Sang Sang Jewellery
Creative agency: The Right Side
ECD: Miranda Shing
Creative team: Tommy Cheung, Yammi Yeung, Chung Tsz Shun
Account servicing: Kennie Chung, Alice Lee
Illustrator: Jack Lee
Production house: XD Workshop Limited
Music: White Music – Jackie Yu