Re-launching and Positioning a Challenger Brand
To alert the local neighbourhood and couples about the launch of the new experience-led store on Piccadilly and the new e-commerce site, Vashi needed to stand out and instantly communicate what they stand for as a brand.
Traditional diamond brands show a glossy and saccharine picture of love and marriage but in 2017 many of the constraints, labels and barriers dictating how, who and why we love have been removed, so there was an opportunity to tap into a new cultural attitude towards love and marriage. With 46% of ABC male Londoners in the 25-44 age group believing that a "wedding should be a large celebration with lots of people” we needed a creative route to reflect the modern attitudes and feel like a big party.
“The Brave Make”- a bold campaign with a film manifesto at its core that speaks to an honest, raw, modern-day attitude to love and marriage, referencing the process of personalisation which sits at the heart of the retail experience. The theme of a “love rave” was carried throughout the creative with the CTA across all media being either to make an appointment at the store, or visit the website.