News Under the spell of this name, Chopard is presenting five visuals that will form the basis of the new international advertising campaigns from March 2006.
Chopard advertising campaigns have consistently highlighted the spectacular creations by the Geneva-based brand. For the first time in its history, Chopard has now developed a "testimonial" campaign around a recurrent central figure, top model Eva Herzigova. Pendants, necklaces, jewellery sets and watches: each creation is highlighted by the presence of Eva Herzigova, a radiantly beautiful actress who plays each role to enchanting perfection.
Construed around five visuals, the campaign concept inspires imaginative flights of fancy, yet is structured around three key ideas:
- it embraces and reflects the universe of Chopard, a world of dreams, elegance, magic and mystery. A world that may be seductive, youthful and provocative, while remaining prestigious, exclusive and sophisticated;
- it is in line with the international communication strategy developed by the brand, which includes the world of movies, thanks to allusions borrowed from the “seventh art” of filmmaking;
- it features a "testimonial" type of campaign that allows for great flexibility in the interpretation of this universe, since it facilitates the adaptation of visuals and products according to the requirements of each country, medium and target audience, while preserving powerful and instantly recognisable consistency and identity.
Developed by the Neuchâtel-based agency Inox Graphic Design and photographed by Joël von Allmen, the new campaign pays tribute to women’s beauty, mystery and magic, as well as to the extraordinarily captivating and seductive appeal of Chopard creations.
Each visual is composed of four elements: the background, with its specific colouring and lighting effects; the model, Eva Herzigova; the product, which may be presented separately, in pairs or in a group; along with the signature feature of this campaign: stardust. Symbolising magic, the latter adds a mysterious fairytale touch to the images and visually links the model to the product. Depicted in various ways according to the context in which it appears, the stardust is reminiscent of diamond dust and serves to unify the visuals.
February 21, 2006
