Zales

09 Marilyn Monroe. 2022

Ambition

Launch a new collection for Zales

All while making an icon of yesterday relevant to today’s modern fine jewelry buyer.

Audience Love

Bold statement makers who embrace their individuality, and set the tone. The jewelry they collect is more declaration than decoration.

Zales Marilyn Out Of Home Poster
Zales Marilyn Out Of Home Poster
Zales Marilyn Out Of Home Poster

Idea

More than a blonde bombshell, Marilyn pushed boundaries. She was her own muse, a spirit we turned into a rallying cry to transcend the decades.

Zales Marilyn Out Of Home Poster
Screenshots from the Zales x Marilyn spot
Four candid portraits of Marilyn Monroe

Results

 

Exceeded sales goals by 10x, and still holds the record for delivering the highest digital ROI of any campaign run by Signet, the holding company that owns Zales.

Art direction / product on model
Portrait of Marilyn Monroe sitting alone on a wicker chair
Art direction / product on model

Tags

Creative Connections Production Strategy