Paspaley launches multi-channel campaign for new Touchstone collection via Special Group
Luxury pearl brand Paspaley is launching its new Touchstone collection with an innovative new multi-channel campaign from Special Group.
The campaign uses storytelling to engage a new, younger, more fashion conscious audience and make pearls relevant and appealing to them.
In a unique storytelling collaboration, Paspaley has brought together the talents of critically acclaimed Australian author Anna Funder (winner of the Miles Franklin Prize 2014 and numerous Australian Book of the Year accolades), award-winning actress Teresa Palmer and fashion photographer Derek Henderson.
The result is 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.
During the upcoming launch week (starting October 1) subscribers 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 herself. Funder will also perform a live reading at the collection launch in Sydney on October 8.
Says Tony Bradbourne, creative director, Special Group: “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.”
Says Iris Kleimann, marketing director, Paspaley: “Special’s strategic thinking, innovative creativity, design craft, and attention to detail have been outstanding. We are really proud of the resulting campaign.”
Says Funder: “Working with Paspaley has been 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. 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.”
Says Palmer: “I was drawn in by the integrity of the project and by the very modern story itself. Plus it’s not everyday you get to act in a book.”
The campaign, which covers a full spectrum of digital media to social, press, outdoor and every touch point in between, has already been covered in the Australian Financial Review, Vogue, Elle and the UK’s Daily Mail. To see the story unfold people can subscribe at Paspaley.com to receive the first chapter, which will be released on October 1st.
Client: Iris Kleimann
Creative Directors: Tony Bradbourne & Rob Jack
Managing Director: Michael Redwood
Head strategist: Claire Beatson
Business 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
10 Comments
Cummins did better with Kailis and Imbruglia.
Best line ever: A pearl becomes you
Cummins did better than Anna Funder?
On a serious note though, this looks pretty good for fashion – a novel by Anna Funder is pretty huge – she is a literary genius.
Boring
Although i was intrigued by the promise of something interesting, i was let down by the execution. Frankly it’s dull.
Very effective.
Definitely made me think of buying sunglasses.
Well I quite like this.
Big change for Paspaley.
http://vimeo.com/32652622
It’s not dull?
Only the first chapter has been released anyway – that’s all I have in my inbox?
Does it get dull?
I just watched the pearl becomes you spot, that feels very cliche and boring to me. But maybe that’s just me.
I was hoping for a pearl necklace gag somewhere in these comments…
You’ll need a better trailer. Its an interesting release, but the trailer is a disappointing let down.