'Diamonds are no longer a girl's best friend'

17 March 2017

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Pandora's shiny new spot attempts to balance consumerism with values.

Jeweller Pandora has launched a global brand campaign that aims to inspire women to pursue their passions and individualism.

The 'Do' campaign features a TV commercial across multiple touchpoints with an emphasis on empowerment.

The spot and a behind the scenes video aims to position Pandora more as a values-based organisation while at the same time highlighting the significance of wearing jewellery – whether as a symbol of accomplishment, love, or as a treat to yourself.

“We want to tell a story of female empowerment by celebrating strong and passionate women,” Pandora group senior vice president and CMO Minna Philipson says.

“From artists to dancers and musicians, the women who feature in the 'Do' campaign embody what 'Do' is all about – doing what you feel is worthwhile, aided by the confidence found through a unique Pandora style.”

It was was produced by Skunk London and filmed in Cape Town earlier in 2017. It was directed by Georgi Banks-Davies with Todd Banhazl as the director of photography.

Check out the behind the scenes video below.


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