B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Pinterest
  • Agency Scorecards
  • Anthony Albanese
  • AFL
  • The Growth Distillery
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Campaign: Paspaley Partners With Special Group
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Campaign: Paspaley Partners With Special Group
AdvertisingMarketingMedia

Campaign: Paspaley Partners With Special Group

Cade Heyde
Published on: 29th September 2014 at 9:24 AM
Cade Heyde
Share
3 Min Read
SHARE

Luxury pearl brand Paspaley is launching its new Touchstone collection with a new multi-channel campaign from design agency, Special Group.

The campaign uses storytelling to engage a new, younger, more fashion conscious audience and make pearls relevant and appealing to them.

In a unique storytelling collaboration, Paspaley has brought together the talents of critically acclaimed Australian author Anna Funder (winner of the Miles Franklin Prize 2014 and numerous Australian Book of the Year accolades), award-winning actress Teresa Palmer and fashion photographer Derek Henderson.

The result is a short story of desire, need, love and all that is precious, with Teresa playing the lead role over multiple press, outdoor and digital executions.

During the upcoming launch week (starting October 1) subscribers will get the exclusive story delivered in seven daily instalments to their inboxes. The story ‘Everything Precious’ will then be made available as a hard copy, on iBook, Kindle and as an audio book read by Anna Funder herself. Anna Funder will also perform a live reading at the collection launch in Sydney on October 8.

Special Group creative director Tony Bradbourne says: “We’re reaching out to an audience that traditionally don’t see themselves wearing pearls with a campaign that goes much deeper than your usual fashion advertising. It was a unique experience working with Anna, Teresa and Derek to create a campaign that works so strongly across so many media channels.”

Iris Kleimann, Paspaley marketing director says: “Special’s strategic thinking, innovative creativity, design craft, and attention to detail have been outstanding. We are really proud of the resulting campaign”.

Author Anna Funder says: “Working with Paspaley has been one of the most exciting writing experiences I’ve had. To have total creative freedom, a time limit and an audience turns out to be the perfect conditions for writing a short story. And the idea that a company which makes things of great beauty and value from nature values literature, which (on a good day) is also something of beauty and value that reflects the world around us, was inspiring. Writing this story has been a joy and a privilege, and was some of the most fun I’ve ever had writing.”

“I was drawn in by the integrity of the project and by the very modern story itself. Plus it’s not everyday you get to act in a book,” says actress Teresa Palmer.

The campaign, which covers a full spectrum of digital media to social, press, outdoor and every touch point in between, has already been covered in the Australian Financial Review, Vogue, Elle and the UK’s Daily Mail. You can subscribe at Paspaley.com to receive the first chapter, which will be released on October 1.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Clemenger BBDO Sydney, Football, Marin Software APC, QVB, Seafolly, Social Media Archetypes
Share
By Cade Heyde
Follow:
The world has changed and so too should the role "advertising" agencies play for clients. The agencies and talent that will prosper in the years ahead are those which are able to create a culture based around invention. To invent products and services, propositions, digital experiences, customer experiences. To invent ideas: ideas which work as easily as a TV ad as they do a real world stunt or in a customer email. Ideas that become a part of popular culture. Modern agencies are changing the relationship and remit they have with their clients. They don't just create advertising anymore. They invent "thing's" that connect people to brands - getting people involved. Special Group is not an advertising agency. We just happen to be able to make great ads.

Latest News

The Pistol team photo.
Agency Scorecard: The Pistol
17/07/2025
Agency Scorecard: Mediahub
17/07/2025
Guzman y Gomez’s Steven Marks: Marketing Is Revenue
17/07/2025
Telstra’s Anna Jackson: Creativity Is Fragile In Nature
17/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?