Jewelry brand Pandora has released a new global campaign, Anomaly London’s first since winning her account last December, featuring musician and social media personality Addison Rae and singer-songwriter Charli XCX .
Built around a central 30-second film, the campaign presents the brand’s range of âMeâ necklaces, bangles and earrings to an audience looking to have some winter fun.
The campaign is targeting Gen Z consumers looking for solace after the dark days with shiny knickknacks, with a little help from digital natives getting its message of personalized accessories to viewers.
The lineup includes Canadian dancer DontÃ© Colley, Filipino-British singer-songwriter Beatrice Laus (aka Beabadoobee) and Italian musician Cecilia Cantaran, who infuse a sense of playfulness and individuality to the Danish brand.
LA Ronayne, Group Creative Director at Anomaly, said: âThe Pandora ‘Me’ collection offers endless possibilities. And the talent pool we’ve been lucky enough to bring together represents what that means for self-expression – all set to an absolute bop by the one and only Charli XCX.
Alongside the main film, a series of video feature films shot by acclaimed musical filmmaker Hannah Lux Davis further expands the collection.
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