The gold collection features chicken figures, for the coming year of the rooster in the Chinese calendar.
The platinum collection targets customers from 25 and up. The ad features a couple watching a half-moon, which appears to be a platinum ring.
The campaign is part of a push to contemporise TSL's image, according to local agency MK2, which won the account late last year after a two-way pitch. TSL did not have a creative agency prior to the pitch. "Conventionally, people think gold is more for the elderly market, but we are seeking to convey the message that the product can be a popular fashion item," said MK2's MD Maurice Chan.
HK jeweller eyes peak season to update its image
Local jewellery chain TSL has launched a product-led print and outdoor campaign to showcase its gold and platinum collections, targeted at the peak shopping season that straddles Chinese New Year and Valentine's Day.