Zales was, self-admittedly, in need of a serious update. For decades the brand seamed stuck in the past with traditional messages urging men to buy jewelry for their female partners. Meanwhile competitive brands were eating our lunch appealing to self-purchasers. But Zales offers something they don't: fine jewelry. As a mall brand, we wanted to embrace our roots as a democratic brand invite men and women to play with what's precious.
For launch, our film begs the question, is it Rude to Stare or Is it Rude Not to Stare? in a cheeky show down on a train. The films are accompanied by a 360 makeover including refreshed social channels, print and soon to be digital commerce and in-store experience.
Directed by: Marie Schüller
