ZALES: I AM A DIAMOND

THE CHALLENGE: Zales wanted to transform their brand into a style destination for the growing market of women who were buying fine jewelry for themselves instead of waiting for it to be given to them.

 

THE SOLUTION: A category defying brand platform and omnichannel campaign that spotlights women as the epitome of a diamond: strong, unique, multi-faceted, and unbreakable — women who can buy their own diamonds.