Jewelry is an individual statement of style and feeling.
“You Are the Occasion,” Zales’ new campaign, highlights the idea of making fine jewelry accessible daily, focusing on the woman, not the moment.
Creative runs across paid and
organic social and OLV. Additional rollouts, including an IRL activation, are slated for later in the year.
The company's creative AOR, Anomaly, did the advertising, building on Zales’
“Own It” brand platform, targeting millennial women.
Zales believes jewelry isn't reserved for engagements, anniversaries and gifting moments. “Occasion” positions
it as a form of self-expression, whether your choice is diamonds, gold, silver or mixed metals.
“We saw an opportunity to challenge a long-standing belief in the jewelry category: that
you need a reason to wear something beautiful,” said Fee Millist, creative director at Anomaly. “The truth is, the occasion doesn’t have to come before the jewelry. The woman wearing
it is what makes the moment special. ‘You Are the Occasion’ turns that insight into a joyful reminder that the right day for jewelry is every day.”
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Anomaly’s client
work includes Johnnie Walker Black Label, BMW, Unilever and Dick’s Sporting Goods.
Founded in 1924 by the Zales brothers, the company instituted a novel credit plan. Customers could pay
“a penny down and a dollar a week,” making jewelry and other merchandise affordable for the average working American.