Pandora inspires women to pursue their passions in new global ‘DO’ campaign via McCann London

Pandora has today launched “DO”, a new multifaceted global campaign that will inspire women to be true to themselves and what they believe in created by McCann London.

Pandora jewellery enables women to express their style, celebrate their life and relive a feeling.

Stephen Fairchild, senior vice president and chief creative officer at Pandora says the new season collection is: “Bright, versatile and strong; like women. Each piece stands for something positive that women can admire and believe in, in terms of roots, actions and aesthetics. What they choose says something about them.”

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With the assurance that Pandora reflects shared ideals of social and environmental responsibility, like-minded women will find motivation in DO to validate their beliefs. Feeling proud to wear Pandora jewellery as not only a style statement but a symbol of something “bigger”, DO will inspire a new strength and determination to be true true to yourself and embrace what life means to you.

Capturing the DO sentiment, the brand is also releasing a vibrant TV campaign that highlights the significance of wearing jewellery in line with women’s beliefs to be true to themselves. Available across multiple touchpoints, the TV campaign will be a lasting testament to the power of a collective with shared principles of celebrating who they are, as individuals.

Says Minna Philipson, senior vice president and chief marketing officer at Pandora Group about the TVC: “We want to tell a story of female empowerment by celebrating strong and passionate women. From artists to dancers and musicians, the women who feature in the DO campaign embody what DO is all about – doing what you feel is worthwhile, aided by the confidence found through a unique PANDORA style.”

A commitment to taking positive action has been at the heart of Pandora since its inception in 1982. The company is continually doing more to reduce its environmental impact and promote sustainable behaviours by championing conscious practices across all areas of production – from design, materials and supply chain to, most importantly, its people.

Adds Philipson: “Pandora is a brand rooted in transparency for more than 30 years, offering authenticity and dedication in our actions for bettering ourselves and others. The DO campaign and our new collections celebrate and bring this ethos to the forefront, ensuring that together, we are doing what is true to us.”

Agency: McCann London

DOP: Todd Banhazl