What it had to solve
Launch the Wild collection by celebrating the brand's connection to the raw landscapes of the Kimberley, and let urban wearers anywhere feel connected to nature.
The idea
Treat the pearls as a feeling of being untamed in nature, shown by a dancer improvising in the Kimberley, where Paspaley pearls are born.
How it works
Director Adam Kiers of Playground Films shot Australian-American actor Leila George, a trained dancer, over a week in northern Australia, among rugged vistas and a fair few crocodiles. Tongan-Australian choreographer Sela Vai created a free-movement piece she made her own. Nigerian artist Niniola provided music, mixed by GuiltyBeatz, with photography by Jake Terrey. 72andSunny made 65 assets across online film, digital, large-scale outdoor and in-store POS.
What it did
The LBB report, published at launch, gives no sales or audience results. Leila George said the music and the choreographer inspiring her to improvise made the shoot feel 'wild and untamed'.
Background
On 27 October 2022 Paspaley, Australia's oldest pearling company, and agency 72andSunny ANZ launched the Wild collection, continuing a partnership now in its fourth year. The film features Leila George and celebrates the brand's connection to the Kimberley, birthplace of Paspaley pearls.
Creative director Christine Salter said the collection embodies the exhilaration of nature against your skin, like a swim in the ocean touched by sand, salt and sea, and that 'Wild' is a feeling that lets even the urban wearer anywhere feel connected to nature. The campaign was designed as a brand story from the online film to digital, outdoor and in-store, and 72andSunny produced 65 assets.
Why it lands
A dancer's free movement shows the collection's feeling better than a product close-up would.
Shooting in the Kimberley ties the pearls to their physical origin.
A long agency relationship let one brand story run through every touchpoint.
What you can take
A luxury product can be sold through a physical sensation, rather than its price or its provenance.
Since then
The report ends at launch and lists the boutiques and online store where the collection is sold.
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