The Australian office of the Special Group has produced a campaign for luxury pearl brand Paspaley as the jeweller looks to draw in a younger, more fashion conscious market.
The campaign brings together Australian author Anna Funder, actress Teresa Palmer and fashion photographer Derek Henderson for the launch of Paspaley’s new Touchstone collection The multi-channel campaign takes the form of a short story of “desire, need, love and all that is precious”, with Palmer playing the lead role over multiple press, outdoor and digital executions.
Subscribers to Paslpaley.com will get the exclusive story delivered in seven daily instalments to their inboxes. The story, ‘Everything Precious’, will then be made available as a hard copy, on iBook, Kindle and as an audio book read by Funder. She will also perform a live reading at the collection launch in Sydney on October 8.
Special Group creative director Tony Bradbourne said: “We’re reaching out to an audience that traditionally don’t see themselves wearing pearls with a campaign that goes much deeper than your usual fashion advertising. It was a unique experience working with Anna, Teresa and Derek to create a campaign that works so strongly across so many media channels.”