Pandora Moments T-Bar Snake Chain Bracelet
Pandora joins Cass Bird to direct remote shoot for the international Voices of Pandora campaign, taking audiences out of staged studios and into the homes of Pandora’s Muses.
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Lockdown across the world has forced brands to rethink their approach to marketing campaigns. From digital fashion shows and live streamed music events, to a heightened focus on sustainability and purpose-led initiatives – adapting to the unexpected and finding creative solutions have never been so tested. And this is not just a momentary adjustment, while there were no other options – are these learnings here to stay?
Living in an entirely online world for weeks on end has broken down boundaries between brands, celebrity ambassadors and consumers. Celebrities who are getting it right, and brands working with ambassadors, realise the need to invite consumers into their ‘normal’ life to genuinely resonate with fans, stripping back the perfection and luxury lifestyle often portrayed.
Pandora has used this opportunity to be even more creative and collaborative with its ambassadors and to deepen the connection with their consumers. The global jewelry brand’s latest activation, The Voices of Pandora, transports ambassadors out of the studio and into their homes, as COVID-19 and travel restrictions encouraged the brand to take an entirely different approach to its creative process.
Leading New York fashion photographer Cass Bird directed the shoot via video call as the Pandora Muses shot the content from their homes. By having creative
freedom to capture their own interpretation of the campaign, Pandora’s Muses conveyed a true portrait of their own stories in their unique way.
The campaign is Pandora’s first self-shot ambassador campaign and enabled the brand to showcase a new side to its ambassadors in more authentic surroundings, where talking about their relationship with the brand and their favourite charms can flow. With the Muses given significant creative freedom over how they told their story, they were
each able to reflect and consider what Pandora really means to them and creating highly personal accounts.
The shift in approach coincides with a growing global scepticism towards Instagram influencers, with just one in five consumers admitting to trusting them, as many brands continue to bombard consumers with more content in attempt to reignite consumer spending globally.
Pandora’s Global PR Director, Vita Clausen, says: “Consumer savviness to seeing through inauthentic brand partnerships with celebrities is nothing new. However, lockdown has accelerated this need for brands to work in genuine partnership with their ambassadors and show a much more personal and real approach.
By taking our Muses out of a studio and creating this campaign from their home, they were able to share their loves, and the significance of their charms, with consumers in an even more emotive and open way. We’ll definitely be considering how we can continue to innovate our creative process with our ambassadors in the future.”
Tasya van Ree said “I love that Pandora decided to create this campaign around the content that the muses created. To connect our own voices to the brand and personalize our connection in a very intimate and beautiful way. Telling the story of Pandora through our eyes, hands, and vision… such an empowering statement.”
By pushing their ambassadors out of their comfort zone, Pandora were able to break the limits of creativity, as Georgia May Jagger says “I have always had a passion for photography, so this was a great opportunity to put all the elements together.” Larsen Thompson added “It was empowering to take the concept and create my own interpretation. Having control of all elements, from the setup, to lighting and camerawork, made me realize and appreciate the level of effort involved in production.”
Since March this year, Pandora’s focus has been to connect with its audiences in an even more meaningful way by supporting and inspiring them. From the ‘Isolation Diaries’ series with influencers to inspire fans to be creative and stay positive while at home, to the ‘Thank You’ campaign, encouraging fans across the world to show gratitude to the ones they love during lockdown.
The Voices of Pandora activation is a celebration of Pandora’s 20 years of collecting, inviting consumers to share the meaningful charms that represent their memorable firsts.
The Pandora Muses are a global network of women whose lives, talent and stories embody the values that lie at the heart of Pandora. This international community features model, dancer and actress Larsen Thompson, director writer and consultant, Margaret Zhang, model and activists Halima Aden and Georgia May Jagger, artist Tasya van Ree and actress Nathalie Emmanuel.
#SomethingAboutYou PR Contact: Jen Scholtz
ABOUT PANDORA
Pandora designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through 7,400 points of sale, including more than 2,700 concept stores.
Headquartered in Copenhagen, Denmark, Pandora employs 28,000 people worldwide and crafts its jewellery at two LEED certified facilities in Thailand using mainly recycled silver and gold. The company plans to be carbon neutral by 2025 and has joined the Science Based Targets initiative to reduce
emissions across its full value chain. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 21.9 billion (EUR 2.9 billion) in 2019.