The Special Group Australia creates Paspaley campaign using author Anna Funder
The recently-opened 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, which launches this week, 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.
https://www.youtube.com/watch?v=lC9D5HoR848
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.”
Funder described it as “one of the most exciting writing experiences I’ve had”.
“To have total creative freedom, a time limit and an audience turns out to be the perfect conditions for writing a short story,” she said. “And the idea that a company which makes things of great beauty and value from nature values literature, which, on a good day, is also something of beauty and value that reflects the world around us, was inspiring. Writing this story has been a joy and a privilege, and was some of the most fun I’ve ever had writing.”
The recently launched Australian office of The Special Group pulled off one of the biggest talent coups for an independent in recent years, poaching Whybin\TBWA executive creative directors Dave Bowman and Matty Burton.
Credits:
Client: Iris Kleimann
Creative Directors: Tony Bradbourne & Rob Jack
Managing Director: Michael Redwood
Head strategist: Claire Beatson
Account Director: Rebecca Smith / Tiffany Hunter
Producer: Emma Pirie
Design Director: Emma Kaniuk
Social Strategist: Cade Heyde / Olivia Drake
Author: Anna Funder
Lead talent: Teresa Palmer
Photographer: Derek Henderson
PR: Sarah Carroll / Black Communications
Media: Razor
Kailis and Imbruglia?
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Let’s not forget the blood Paspaley have on their hands http://www.abc.net.au/4corners.....539781.htm
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Natalie helped designed a range.
Anna Funder has written a story. Teresa Palmer has been shot as talent.
How are these two ideas similar?
Well done on getting Anna Funder though, brilliant call!
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I think it is pretty cheeky that they purport to be a brand for a younger audience but yet cannot look after their own young people workforce (Re: Jarrod Hampton’s death and the terrific Australian Story episode surround their pitiful workplace OHS practices – http://www.abc.net.au/news/201.....th/5638064).
Pretty shameful in my opinion.
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