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2008 Campaign
After two very successful and award winning campaigns for Touch of Gold jewellers, we’ve turned our attention to its more playful sister shop, The Vault. Both jewellery stores share ownership and an address on Spring Garden Road in Halifax, but the similarities stop there.
“Touch of Gold has staked a reputation by owning the clever headline,” said Iain Deans, Extreme Group copywriter for both jewellery stores. “We decided this year that we would flex some different muscles and go with a visual approach. It makes more sense for their brand position and it really showcases the unique product line that the store offers.”
The print materials feature a combination of devils and angels perched on the shoulders of a customer adorned with jewellery. The ads are a playful demonstration of the internal dialogue many shoppers have when buying a gift for themselves, said Deans.
“We loved the idea of the little devil on her shoulder, pushing her to make the decision she wants to make anyway,” said Mike Foran, co-owner of The Vault and Touch of Gold. “This is a fun, funky and fashionable jewellery store for women and this campaign reflects the brand in a very effective and creative way. We love to let the Extreme creative group go away and play with ideas, giving them no restrictions. They always come back with great advertising that works for us."
Our previous work for Touch of Gold earned two Gold Awards at the 2007 ICE Awards and two Certificates of Excellence at the 2007 Canadian Newspaper Association’s Extra Awards.
