A Piece of You
Role
Concept Development Photography/Art Direction Out of Home & Digital Campaign Print & Publication
Understand/analyse
The 2023/24 campaign is an evolution of last years 50th year anniversary campaign – ‘A piece of you since 1972’. The approach for this current campaign is to evolve ‘A Piece of You since 1972’ with a contemporary feel that has both a strong focus on the jewellery and appeal to a younger audience.
Position
For over 50 years, Linneys have been transforming rare Australian materials into bold, contemporary art/design pieces with the precision and passion that represent the wearer’s individuality.
Fine jewellery becomes an extension of who you are; it represents your unique style, your personality. We exhort the wearer to proudly be exactly who they are.
BRAND ESSENCE
Bold designs inspired by Australia's natural beauty & modern elegance.
Ideate
Using the ‘A Piece of You’ platform, our aim was to explore the personal and intimate nature of the self, creating images that to allude to the connection between the jewellery and the wearer.
The photography brief was to produce shots that were bold and powerful, with the intention of creating close crops in the editing stage. By getting in closer we highlight ritual of jewellery, the way it makes you feel and its glamour. Using calm Australian landscapes as the backgrounds we kept the sense of place neutral to further draw focus towards the jewellery and wearer.
The final media applications used a brand masthead approach, a timeless fashion que that added to the bold, confident, and contemporary communication style as well and creating effective brand impact and recall.
The photography brief was to produce shots that were bold and powerful, with the intention of creating close crops in the editing stage. By getting in closer we highlight ritual of jewellery, the way it makes you feel and its glamour. Using calm Australian landscapes as the backgrounds we kept the sense of place neutral to further draw focus towards the jewellery and wearer.
The final media applications used a brand masthead approach, a timeless fashion que that added to the bold, confident, and contemporary communication style as well and creating effective brand impact and recall.
PLAN / Implement
‘A Piece of You’ was brought to life through an extensive outdoor campaign, including large and small format street furniture, billboards and bus panels across key locations within the Perth metro.