72AndSunny Sydney release ‘Something Real’ campaign marking first work with Australian perler Paspaley.
The new campaign aims to help Paspaley lead the reimagination of pearls as the brand aims to connect with the values of the modern woman.
The 60 second campaign focuses on highlighting the natural beauty of the Paspaley pearl dive sites off the remote shores of Australia’s Kimberley coast.
Sweeping shots of the shoreline and the iconic red earth of the northern shores are interspersed with sounds of the ocean as the campaign hones in on the earthy, real quality of their pearls and the women who choose to wear them.
“It’s a real privilege to work on such a quintessentially Australian brand like Paspaley, and to help refresh people’s opinions of pearls through a different approach to luxury,” 72AndSunny APAC, executive creative director Johnny Tan says.
“The strategic and creative approach taken by 72AndSunny has delivered a captivating campaign celebrating the natural beauty of Paspaley pearls and the woman who wears them,” Paspaley head of marketing Iris Kleimann says.
‘Something Real’ was shot by director Peter Moore and photographer David Cohen de Lara, featuring Lily Sullivan as hero talent.
The full campaign will run from October 3rd, across fashion print and OOH in major capital cities, as well as Qantas in-flight media.