Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

Chow Sang Sang adds some style to Christmas

share on

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)https://vimeo.com/113901463Whimsy-Adventurer type (Glitter)https://vimeo.com/113901462Sweetly-Elegant type (Sparkle)https://vimeo.com/113901464This 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.”[gallery link="file" ids="77299,77298,77300"]The campaign is slated to run until the end of this year.Credits:Client: Chow Sang Sang JewelleryCreative agency: The Right SideECD: Miranda ShingCreative team: Tommy Cheung, Yammi Yeung, Chung Tsz ShunAccount servicing: Kennie Chung, Alice LeeIllustrator: Jack LeeProduction house: XD Workshop LimitedMusic: White Music – Jackie YuMedia: Mindshare

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window