|
RAPAPORT... Creative design and branding firm Sison&Overton developed a new global advertising campaign for CIRCA to reinforce the message that selling jewelry is a highly accepted and financially rewarding practice. CIRCA stated, as a business that challenges the notion "a diamond is forever," that this new campaign positions its jewelry resale services with a fresh approach by profiling clients. The campaign features the breadth of jewelry CIRCA purchases in relatable lifestyle settings paired with portraits of several distinct archetypes to showcase clients at various stages in their lives, with accompanying copy that highlights the reasons they might sell their jewelry. The campaign is also meant to clearly communicate CIRCA's jewelry buying services as a ''trusted source'' and inspire audiences to seek the value in the jewelry they no longer want or wear. "The campaign is a celebration of life's milestones. As trends, tastes and priorities change, modern consumers are recognizing luxury items as temporary investments that will hold value when they are ready to move on," said CIRCA's director of brand management, Natasha Cornstein. "We wanted to create a campaign that takes the stigma out of selling jewelry and makes the service CIRCA offers top of mind and indispensable to today's consumer." Melissa Overton, the founder of Sison&Overton, said, "It is always exciting to work with a brand that is at the forefront of an industry trend. We developed a multi-generational campaign that demonstrates the passion and respect CIRCA has for its clients at all stages of their lives, while demystifying the process of selling jewelry."
|