Pandora wanted to take the brand message into a new direction to position female empowerment at the centre of its marketing.

International jewellery brand Pandora launched a multifaceted advertising campaign targeting the active, socially responsible customer in an attempt to widen the audience with the ‘DO’ campaign. The S/S17 campaign, aims to empower women to take action and be true to who they are and what they want to DO”. Pandora tells women ‘Do be true to you’ in the global campaign.

The campaign marked a departure for the brand in that it hoped to inspire positive change in the way it’s customers think about themselves, as well as promoting it’s latest collections. The campaign is a change in direction for the jewellery brand with the new lifestyle imagery capturing ‘moments in time’. 

As part of the ‘DO’ campaign, the brand’s TV advertisement, featured entrepreneur and America’s Next Top Model contestant Mamé Adjei.

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Client: Pandora jewellery
Project: Global ad campaign, concept development, art direction
Agency: McCanns, London
Role: Contract Creative/Art Director
Date: 2017
Region: Global