In 2016, South Australian jewellery icon Shiels approached CumminsHybrid to undertake a major rebranding project.
Shiels realised they were being left behind by their competitors with conservative branding and outdated hard retail TVCs.
While price point and product range was still a foundation of the Shiels brand, it was time to target a new, younger demographic.
Through our thinking, we realised that jewellery is an incredibly individual product, and while we wanted our new campaign to celebrate this, it was also important to position Shiels as the go to retailer for everyday jewellery.
Shiels – For every you.
Shot in various locations across South Australia, we produced three 15 second TVCs;
One branding TVC to launch the new campaign across major networks in Adelaide, Perth and Brisbane, and two calendar-specific product and price TVCs for Christmas and Valentine's Day.
We redesigned print, catalogue and point-of-sale collateral to feature more lifestyle photography that was paired with a cleaner layout.
To appeal to the younger demographic across web and social media, we utilised fashion and lifestyle photography with subtle references to product, as opposed to standalone product and price shots.
For this campaign I worked as the senior copywriter and was tasked with:
- Concepting creative
- TVC concepting
- TVC scripting
- Editing and mocking TVC concepts
- Storyboarding TVCs
- Print and packaging copy
- Audio production
- Audio consultation
- Voice over production