29 September, 2014

Campaign: Paspaley Partners With Special Group

By Cade Heyde

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.

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