Following the appointment of Fold7 to work with the global marketing team of PANDORA, one of the world’s biggest jewellery brands, headquartered in Denmark; PANDORA has launched a major new global brand TV commercial (TVC) concept celebrating life’s unforgettable moments.
The new TVC’s tagline “Wherever life takes you, take it with you”, developed by Fold7, enforces PANDORA’s position of creating jewellery which marks life’s special moments. The campaign features a bespoke track, written and composed by upcoming UK artist Gabrielle Aplin especially for PANDORA, called “Moments”.
The TVC charts the special moments a woman experiences throughout her life, while focusing on the PANDORA products she is wearing. As she lives through all of the moments, she adds to her collection of jewellery to help remember and treasure each experience.
Gabrielle Aplin will also appear in online content created as part of the campaign, including behind-the-scenes videos, which will be supported by global PR activities and promotions on PANDORA’s own online and social media platforms.
The TVC campaign will be launched in the UK on 24th November and in other markets around the world, such as the US, Australia, Italy, France, Spain, Germany, Sweden and more. The work will be adapted for local markets and will feature as 30, 20, 15 and 10-second versions.
Helene Abel, PANDORA’s Vice President, Global Marketing Services, said: “This campaign allows us to take our brand message to a new level – communicating that PANDORA jewellery is a personal way of celebrating key moments in a woman’s life but in a way that is customisable, memorable and creates an emotional connection with the audience.”
Ryan Newey, Fold7’s Executive Creative Director, said: “This was a great opportunity to blur the lines between driving retail sales and building strong brand equity, as well as balancing the needs of multiple territories. It’s great to work on a project for such an ambitious business.”
Behind the scenes of the new PANDORA TV commercial
Update : The music is by Gabrielle Aplin and the song is called "Moments"
Creative Credits:
Advertising Agency: Fold7
Creative Director Ryan Newey / Dom Martin
Art Director Dom Martin
Copywriter Dom Martin
Account Director Lorna Boag
Agency Producer Georgia Dickinson
Director/ Production Co Christian Bevilacqua, Stink Productions
Producer Annie Hart
Editor Al Sinclair
Post Production MPC
Sound Design 760