Special Group and Paspaley Pearls have teamed with film director Daniel Borgman, fashion photographer Sylve Colless and French actress Nora Arnezeder to create Life Needs Adventure, a film, print and digital campaign designed to continue the strategy of showcasing pearls to a younger, fashion-conscious audience.
This is Special Group’s third campaign for Paspaley Pearls, which have seen increased numbers of new customers for three years running.
“Our strategic and creative goal is to break the image in many younger female consumers’ minds that pearls are a conservative gem for older woman – we’ve used content and collaboration to achieve this whilst maintaining a luxury fashion edge,” says Special Group ECD Tony Bradbourne. “We are seeing strong numbers of new customers, and it’s growing every year.”
Life Needs Adventure started with a digital teaser campaign where viewers could re-order a scrambled edit of the film, placing scenes into the right order to ‘unlock’ it, giving them the chance to win the jewellery shown in the film. The campaign then rolled out on all Qantas flights, fashion media and outdoor advertising.
The campaign is the latest in a series of innovative creative collaborations that have included commissioning Australian Author of the Year Anna Funder to write Everything Precious, an original novella later published globally by Penguin, and brought to life in the campaign by Australian actor Teresa Palmer.
Borgman and Colless have previously collaborated in a recent exhibition, Aurélia, shown at Special Group Galleries in Surrey Hills, Sydney. “Daniel and Sylve worked seamlessly together, sharing locations and styling, to create a naturally beautiful luxury campaign,” Bradbourne said.
CREDITS
Film Co: Robbers Dog Sydney
Director: Daniel Borgman
Executive Producer: Loren Bradley
DOP: Ross Gardina
Client: Paspaley Pearls Pty Ltd / Iris Kleimann – Head of Marketing
Agency: Special Group
Executive Creative Director: Tony Bradbourne
Head of Production: Sascha Mortimer
Strategic Planner: Claire Beatson
Creative: Special Group
Photographer: Sylve Colless
Lighting Assist : David Rex Seumanutafa
Digi Operator: David Wade
Talent: Nora Arnezeder
Make up Artist: Sophie Roberts
Head Stylist: Naomi Smith
Music composition: Pete Van de Fluit / Liquid Studios
Offline Editor: Luke Haigh
Online: Blockhead VFX
Stills Retouching: Capture Lab Sydney
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