While we’re still yet to break free from full lockdown restrictions this summer, the one thing that’s become clear over the last eighteen months or so is how grateful we are for those special relationships that have kept us going.
The words ‘summer’ and ‘love’ instantly have our brains humming away to Sandy and Danny’s performance in Grease, but alas, we put away our hair combs and searched for a more authentic way to showcase real love stories as part of our latest campaign for Welsh jewellery brand, Clogau.
And if it wasn’t hard enough to get that song out of our heads then imagine the challenge of planning a summer campaign straight after Christmas… in the ongoing midst of a pandemic…
Luckily, we have one hell of a team who were able to pack away the tinsel and pop on their sunnies in time to create one ad that shows that Clogau understands real love comes in many forms.
Whether we’ve realised it or not, the smallest moments we’ve shared with loved ones have carefully curated our own love stories. Ditching romantic grand gestures for authentic sparks, we wanted to capture the ‘everyday’ moments that show Clogau understands that real love comes in many forms.
Coining summer as the season of love, our latest ad builds on their ‘it’s who you share it with’ proposition and showcases everyday moments as the love stories they truly are.
Painting a nursery in preparation for a new arrival. Cooking dinner for a significant other and sharing a snack with a four-legged friend, the campaign shows how each seemingly insignificant story in your relationship contributes to something much bigger: your love story.
Our very own Cilla Black, Creative Lead, David Warfield, says, “We show how everyday moments are made better when shared with those we love – turning ordinary situations into love stories that make us smile, laugh and cry.
“The narratives we position are real, relevant and very much in touch with our target audience.”
For over 30 years, Clogau has crafted jewellery that carries meaning, using Welsh gold in every piece and designing collections to tell enduring stories.
This depth of sentiment means, for wearers of Clogau, wherever they go and whatever they’re doing, they’ll always have a reminder of what really matters, close to hand.
“We wanted to look to a more intimate love between two people and create an emotive campaign that homes in on universal, emotional truths about people and relationships,” says our Head of Planning Sarah Mason.
“This isn’t necessarily a romantic relationship; it could be the love of a best friend that has been your lifeline throughout lockdown – it could be the love of a partner who has weathered the storm of 2020/2021 with you. Love comes in many forms – and Clogau understands this.
Starring Clogau ambassador, TV presenter, Gethin Jones, the TV ad is overlaid with Tom Rosenthal’s single ‘It’s Ok’ which has over 14 million views on YouTube and is a popular sound on TikTok, used regularly by thousands of users.
“It was time the brand took a big step forward across the board in opening Clogau up to everyone. The soundtrack is a big part of that.” says Creative Producer, Ben Horder.
“We’ve always known Clogau to be inclusive, authentic and in-touch with real life, but this is a huge leap in ensuring this is clear to our audience.”
The ad was shot in compliance with COVID-19 regulations across a number of locations in Cardiff over three days and will air from today, Thursday 1st July, with the campaign also spanning out of home, social media and digital advertising.
Account Management – Bryony Fenton
Strategy & Planning – Sarah Mason
Creative Ideation – David Warfield, Ben Horder
Script Writing – David Warfield, Ben Horder
Storyboarding – Ben Horder
Director – Dan Veal
Producer – Meg Hastings
DOP – Tom Parsons
1st AC – Steff Mitchell
Gaffer – Jordan Dubash
Spark – Isaac Powell
Makeup – MakeupByVaun
Costume – Script to screen
Editor & Colour – Sam Lloyd
Sound – Cranc Studios
Music – Tom Rosenthal
Photography – Ben Horder, Steff Mitchell
Media Planning and Buying – Amy Hiatt