• by Fern Siegel , Yesterday

Nationwide jeweler Zales has debuted “It’s Actually For Me,” a holiday activation that highlights a common experience: buying a great gift — then wanting to keep it for yourself. 

The creative by Anomaly includes a print-at-home contract to slip into every present. The work, directed by Marie Schüller, lives on owned channels via Zales' organic social and site.

If the gift receiver doesn't follow instructions,  the jewelry returns to the gifter. Repossession triggers include “failure to wear the item on the next several occasions,” or “describing the jewelry as “quirky, fun or cute” instead of "absolutely life changing.”

“Zales keeps carving out a bold lane in the category — more attitude, confidence, a little irreverence especially in an overly earnest season. Building on the Own It platform, it’s simple: The jewelry’s so good, you’ll want it back. And if it’s not worn with the right attitude, this “contract” sends it straight back to the giver,” said Jeff Stamp, Chief Creative Officer/managing partner at Anomaly.

Own It revolves around the belief that jewelry is mean to be worn daily — no need for a special occasion to sparkle. It is also part of Zales efforts to reimagine the in-store experience, upping its digital presence to ensure a more personalized shopping experience. On the media front, the brand is utilizing mobile gaming, CTV and interactive social formats.

In 1924, Morris Zale, William Zale and Ben Lipshy opened the first Zales Jewelers in Wichita Falls, Texas. Today, it has more than  422 locations across North America. The company is a subsidiary of Signet Jewelers.

Anomaly's creative work also includes Johnnie Walker Black Label, Unilever, BMW Mini and Dick's Sporting Goods.