This week, Hearts On Fire will premiere its new TV, print, and digital campaign built around the theme “Ignite Something.”
“Only the world’s most perfectly cut diamond can unlock a diamond’s brilliance,” the ads say, over deliberately enigmatic pictures of women and couples.
“The images are approachable, energetic, and, most importantly, real,” said an HOF statement. “The idea is to spark the reader’s imagination and leave the story open to interpretation.”
HOF chief marketing officer Caryl Capeci declines to put a dollar amount on the campaign but says it’s the largest campaign the diamond brand had undertaken in years. It’s also the company’s first with new ad agency TBWA\Chiat\Day.
“We had a pitch early in the year,” Capeci says. “We met with three different agencies. When we were acquired by Chow Tai Fook, we knew we wanted to create a big brand platform. We have wanted to do that for years, but we haven’t had the resources. All three agencies pointed to the same strategic focus: Play up that you are the ‘World’s most perfectly cut diamond.’ It is truly unique, no one else can do that.”
The print ads will run in fashion and beauty magazines beginning this week. Also coming: a commercial that will run online and on TV, starting in September.
The campaign’s video execution is “not traditional, it is not staid, it is not playing to the conventions we have seen,” Capeci says. “It feels much more vibrant, much more energetic. It has a vibe to it.”
The commercial will primarily run on online venues like Hulu, Google, YouTube, where “millennials watch TV,” Capeci says.
The campaign will also be featured in the 50 new HOF shop-in-shops the company is rolling out this year in U.S. independent retailers.