Developed by agency-of-record BBH China, the ‘Woman’s Wisdom’ campaign promotes the company’s K-Gold range, a blend of gold and alloyed metals that come in different colours. The push includes a TVC and five print ads, which attempt to challenge people who blindly follow the latest trends, exhorting its audience to disregard the status quo.
“This campaign is about each woman celebrating her inner voice and trusting her own instincts,” said BBH account director Jasmine Huang. “It is too easy to showcase superficial beauty or design, but harder to show something with substance. This is different from other fashion and jewelry commercial campaigns, most of which just show pretty models or celebrities wearing pretty products, but don’t tell a story to spark any debate.”
The TVC, created by BBH creative director Johnny Tan, features the tagline: ‘My philosophy: No fad makes me more attractive.’
The print ads are running across fashion magazines including Vogue, Elle, Bazaar, and local title Self this month and in June, together with outdoor billboards in Shanghai and Beijing, newspapers and in-store POS.
Besides working with BBH, the client also worked with local specialist agencies to develop retail displays in Beijing, Shanghai, Guangzhou, Zhejiang, Shenyang, Shandong and Nanjing.
K-Gold aims to poke fun at staid advertising
SHANGHAI - The World Gold Council has launched a new drive that pokes fun at the typical, staid conventions that often limit jewelry and fashion advertising in the country.