We deep dove into the collaborating process with our client by co-conceptualizing the new collection for Valentine’s Day 2018, from naming, identity and packaging design, to in-store art direction and collateral design.

But that was just the beginning of the fun. A carefully mis-placed “rumour” of Bao Anh – a teenage heartthrob – dating again following a well-publicized break-up sent fans going literally “crazy”.  Over a snap of holding hands. Of course with the all-new PNJSilver Signature rings and bracelets.

Our commercial was released 24 hours later, together with a diverse Facebook content ecosystem, to overwhelming positive reactions from fans and consumers thus making the collection the best-ever best-selling in the brand’s history. Mission accomplished.