"ONE-TWO-FREE" CAMPAIGN. AD+Copy

CONCEPT CREATION & DESIGN, ART DIRECTION AND COPYWRITING for jewellery campaign. Client: PANDORA. Aim: to promote and boost sales on the Nordic markets of the iconic charms for the patented bracelet. To be used for instore POS, Outdoor, Printed ads (possibly), Online campaigns, Social, web-widgets and directmail. My idea was, in short, based on a very simple play on words. The '3 for the price of 2' type of marketing is heavily used in all marketing and retail areas. And has a somewhat bargain/outlet feel to it, which was most certainly not a desired way to go in terms of branding genuine jewellery. So the twist was to market the campaign in a very sweet and short "One...Two... Three"-style, letting it become "One...Two...Free", as the third piece of jewellery was given as a treat. The campaign started as a charms-only campaign, but was later extended (in selected stores combinded with seasonal sales) to include series of rings-earrings-bracelet to be able to give super value to the buying customers, especially targetting the male gift-buyer. Focus in the copywriting pitch was to highlight key words such as CHOOSE, FIND, OFFER, FAVOURITE, TREAT and LEAST EXPENSIVE, and a heart symbol (as opposed to BUY, CHEAP, GIVEAWAY, BARGAIN). Visually the styled jewellery should include three charms, and was made to show both a repetition of similar charms or three different styles. In the copywriting and design-adaptaion specific dates were added. The campaign was created in collaboration with the Visual Merchandiser, Photographer, and Nordic marketing manager.