Pearl adorned jewellery has typically been thought of an accessory for older women. However, in a new 'Life Needs Adventure' campaign via Special Group, Australia's Paspaley Pearls hopes to change that perception and showcase its jewellery to a younger audience.
The epic 90-second video, directed by Daniel Borgman, features French actress Nora Arnezeder playing a woman who takes on the life of a model to explore a city for a day.
Executive creative director Tony Bradbourne says it wants to break the image in younger female consumers’ minds that pearls are a conservative gem for older women, while maintaining a luxury fashion edge.
'Life Needs Adventure' kicked off in October with a digital teaser where viewers could re-order a scrambled edit of the film in the hopes of creating a preview and winning a bracelet shown in the film. The campaign has since been rolled out on all Qantas flights as well as in fashion media and outdoor advertising.
It’s the agency’s third campaign for Paspaley Pearls in three years and Bradbourne says customers have been growing every year.
‘Life Needs Adventure’ follows last year’s ‘Behind The Lens’ campaign, in which it created a short film, featuring British actress Clara Paget, based on fictitious strange events at a real Paspaley Pearls fashion shoot set in Australia’s Kimberleys.
And in 2014, Special Group created a ‘Everything’s Precious’ campaign for the brand that brought together writer Anna Funder and Australian actress Teresa Palmer. The result was a 60-second video and matching novel published by Penguin.