Pandora’s color-drenched global ad campaign for its spring/summer 2017 collection, called DO, is in step with the growing trend among fashion brands of creating messaging that’s vocal in its support of women and female autonomy.
The concept behind the campaign was to create “a platform to inspire women to be true to themselves, to empower action, and, finally, to embrace their passions and dreams, whatever their age,” Minna Philipson, senior vice president and chief marketing officer for Pandora, told JCK. “DO is inspired by female empowerment, as well as Pandora’s renewed commitment to stand for something that every woman can be proud to wear—because wearing jewelry is not only a style statement, but a symbol of something ‘bigger.’ ”
The campaign features model/personalities, including reality TV star Mamé Adjei, in ads colored with bright pastels that feature silhouetted jewelry pieces. Fans will be able to join social media conversations on Facebook, Twitter, and Instagram by using the hashtag #DOPANDORA.
An image from Pandora’s new DO campaign
Philipson says the campaign “allows for us as a brand to tell the world what we ‘do’ and what we believe in, from hand-finishing quality pieces of jewelry to being socially responsible with our product and, most importantly, our people. Now more than ever, consumers are supporting brands that share the values important to them, and, like many of our consumers, we believe in upholding the ideals of social and environmental responsibility. While the DO campaign aims to inspire and celebrate women, it is also a chance for Pandora to make a statement about what’s important to us as a company and employer to thousands of people across the globe. We think this campaign will show our customers that we share common values.”
The brand began manufacturing jewelry in Thailand in 1989, and later this month it will open its new manufacturing center in Lamphun, northern Thailand, which, according to a company statement, ”will be one of the most modern and environmentally up-to-date jewelry crafting facilities in the world.”
(All images courtesy of Pandora)