Helzberg Diamonds: advert-body-2 by Carmichael Lynch
- Location:
Love and relationships have evolved a lot in the past twenty years. But the way we get engaged hasn’t. If today’s relationships are all about partnership, equality and open communication, why doesn’t that begin when you’re looking for an engagement ring — a shopping experience fraught with anxiety for men and women alike.
When Carmichael Lynch started working with Helzberg Diamonds, they dug in to learn a little more about it and conducted an Engagement Attitudes Survey. It turned out that 73 percent of men and 63 percent of women in relationships think marriage proposals should be a surprise. But, 62 percent of men in relationships believe that the hardest part of a proposal would be picking out the ring, and half of women say the hardest part would be letting him know what style of ring they want.”
So, together, Helzberg and Carmichael Lynch invented an entirely new way to pop the question called the “Will You?” ring that offered a solution without compromising the surprise. The ring has generated an interesting conversation at a time when all types of cultural mores are being upended and helped in our efforts to position Helzberg as a thought-leader on love.
And it’s getting noticed. Upending a time-honored, down-on-one-knee, hiding-the-ring-in-your-sock-drawer type of love ritual also generated more than 90 million earned media impressions for the brand in just one week as well, including boatloads of foot-traffic driving local broadcast and digital outlets.
Credits
Agency: Carmichael Lynch
Chief Creative Officer: Marty Senn
Creative Director: Allison Hayes
Associate Creative Director, Writer: Christine Gault
Art Director: Chris Carlberg
Design Director: Milton Un
Associate Creative Director, Designer: Daniel Alves
Head of Production: Joe Grundhoefer
Executive Content Producer: Brynn Hausmann
Senior Content Producer: Tara DiNicola
Executive Interactive Producer: Lisa Mason
Interactive Producer: Miles Dombrovski
Print Producer: Peg Layer
Business Manager: NeGail Torborg
Group Account Director: Amber Graves
Account Supervisor: Catherine Day
Account Manager: Taylor Obetz
Project Manager: Kelsey Doherty
Chief Strategy Officer: Lachlan Badenoch
Brand Planner: Gabriela Trejo
Senior Vice President, Partner: Eric Hausman
Media Relations Strategist: Lauren Cox
Account Supervisor: Cassie D’kae
Social Engagement Manager: Jeannie Czerner Rodway
Content Strategist: Gemma Forbush
Social Engagement Strategist: Matt Avignon Petersen
Community Manager: Aaron Komo
POST PRODUCTION (So.Many.Rings :15/:30):
Edit House: Pixel Farm
Editor: Paul Clark
Executive Producer: Kathy Yerich
Producer: James Lindeman
Audio Mix: Pixel Farm
Sound Design: Pixel Farm
Audio Engineer : Ken Chastain
VFX House: Pixel Farm
VFX Artists: Jordan Andersen and Nate Miller
MUSIC:
“Rebel” by Onders
Music Company: Marmoset
POST PRODUCTION (Do it Together :15/:30):
Edit House: Pixel Farm
Editor: Paul Clark
Executive Producer: Kathy Yerich
Producer: James Lindeman
Audio Mix: Pixel Farm
Sound Design: Pixel Farm
Audio Engineer : Ken Chastain
VFX House: Pixel Farm
VFX Artists: Jordan Andersen and Nate Miller
MUSIC:
“Easy’s First Tiger” by Bossfight
Music Company: Marmoset
