Paspaley’s latest campaign continues to talk to a younger audience of women who believe that pearls are for older women.
We set out to make surprising and entertaining content that would engage this entertainment hungry audience.
We created a short film called Behind The Lens, based on the fictitious strange events at a real Paspaley Pearls fashion shoot. It was set in the exotic location of the Kimberleys in Australia. It featured British actress Clara Paget (Fast and Furious 6, Black Sails) and was shot by Cannes winning feature director Ariel Kleiman.
The film was promoted like a movie. Trailers played on Qantas flights, and through social media. The trailers were sent out in an email marketing push; while movie posters were sent as direct mail. All elements directed people to watch the film.
So far the film and trailer have been viewed over 4.2 million times, contributing to a 40% increase in sales.
Ariel Kleiman, Stink Productions, Rabbit Films