The campaign aims to change the way consumers, particularly millennials, relate to diamonds
Hearts On Fire has debuted a 60-second brand video that will appear on its website and social media, with 15- and 30-second edits of the film running as television spots worldwide.
The video is part of the millennial-targeted “Ignite Something” campaign that the company first debuted in August with a series of digital and print ads.
The full video features gorgeous footage of people during happy moments: a couple dancing, a couple jumping into the ocean, a woman rocking out on stage, a woman with a baby, and, notably, a lesbian couple celebrating in the street.
The jewelry industry at large has been slow to embrace homosexual couples, but as this ad demonstrates, that is changing. Tiffany & Co. debuted its first print ad featuring a gay couple in January 2015 and its first television ad in February 2015.
“Today’s young couples are part of a generation that has a different relationship with tradition—they are doing things the way that they want to,” said Kristin Suppelsa, vice president of marketing. “As a brand, Hearts On Fire is well-known for its passion and creativity, and this new platform further increases our ability to speak directly to all generations and welcome the new traditions that they are forging for themselves.”
The brand worked with TBWA\Chiat\Day on the campaign.
“ ‘Ignite Something’ is a disruptive campaign for a luxury brand,” said TBWA\Chiat\Day CEO Rob Schwartz. “Hearts On Fire came to us with a real desire to break through the tired conventions of the traditional luxury jewelry market and tell a different story to a different audience. We feel this campaign does just that.”
(Video and screenshot courtesy of Hearts On Fire)