The Perfect Big Day
A wedding campaign for all Customers
Year
2018
Client
Hugh Rice The Jewellers
Services
Conceptualisation, Art direction, Creative direction, Print and digital design.
Credits
In-house at Hugh Rice The Jewellers
The problem
Hugh Rice is one of the regions larger independent jewellers, selling high street brands such as Pandora, Thomas Sabo and Fossil alongside big-hitters such as Rolex, Tag Heuer and Breitling. This unique challenge means that campaigns must appeal to both ends of the market at once.
That is a difficult thing for anyone to design for. Aim at the Rolex customer and the Pandora customer feels the shop is not for them. Aim the other way and the fine jewellery appears cheap. Weddings are where the problem is most prevalent, because it is the one purchase where the budget varies enormously but the feeling does not. Everybody wants the day to be special.
Our Solution
The concept came from the shop's own history. Hugh Rice have been helping people achieve the perfect big day since they first started in 1971.
The creative direction does the talking in this campaign. The pictures are about the couple rather than the jewellery, meaning everyone can put themselves in the couples shoes, regardless of budget. When a campaign is about the moment, a two hundred pound ring and a four thousand pound ring can appear in the same work without either looking out of place.
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