Just Diamond Design & Branding AGAINST ALL ODDS by Leo Burnett Hong Kong

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Industry Jewelry
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Photographer Stephen Cheung
Account Supervisor Margaret Chan
Illustrator Henry Chan-Fusion
Released March 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: JUST DIAMOND
Date of First Appearance: Mar 15 2011
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Group Creative Director/Typographer: Miranda Shing (Leo Burnett Hong Kong)
Creative Director/Copywriter: Adrian Lam (Leo Burnett Hong Kong)
Art Director/Designer: Katie Ng (Leo Burnett Hong Kong)
Account Supervisor: Margaret Chan (Leo Burnett Hong Kong)
Account Manager: Natalie Lo (Leo Burnett Hong Kong)
Illustrator: Henry Chan
Photographer: Stephen Cheung
Media placement: Shop Display - Just Diamond Shop - 15 March 2011

Describe the brief from the client
Sunsets on the beach, winter nights by the fireplace, prince charming on his white horse. Traditional wedding ring advertising is filled with the worn clichés of storybook romance and perfect, happy moments.

But the truth is, every relationship has ups and downs, and most couples will have overcome many challenges before they decide to get married.

Real love isn’t easy. That’s why it’s so precious.

Describe the challenges and key objectives
To package the new products in a unique way that enhances the human touch and resonance with consumers.

Describe how you arrived at the final design
Love is full of twists and turns. The ones who make it are the ones who don’t give up. So we came up with a theme that celebrates the power of love – “Against All Odds”.

Inspired by puzzles that challenge your patience and perseverance, this Wedding Ring Rack is a parallel analogy of how difficult love really is. Just as it’s hard for a couple to make it to marriage, it’s not easy to get to these wedding rings.

But whether it’s for love or these wedding rings, it’s worth the effort.

Give some indication of how successful the outcome was in the market
The Wedding Ring Rack was displayed in stores. The theme and the design offered a new angle on love, and triggered consumer interest by truly engaging them in trial. Shop visits increased by 50% and sales grew 20% from the previous year.