The Drum Awards for Marketing - Extended Deadline

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Date: Dec 2017
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The Toronto Zoo posted a video about a bonded pair of endangered African penguins, Chupa and Ellie, showing how penguins court each other with gifts. Peoples Jewellers took notice and decided to make them a one-of-a-kind necklace.

Working with Toronto-based creative shop Juliet, they quickly jumped into action and researched what African penguins love to eat. It's horse mackerel, squid and crustaceans, anchovies, pilchards, and round herrings. Juliet’s creative team then paired one of Peoples’ jewellery designers with Kazuki Uchigoshi, the sushi chef at Toronto restaurant Miku, to start work on a one-of-a-kind piece for Chupa and Ellie.

The result is the stunning piece – at least in the eyes of a penguin.

In addition to the one-of-a-kind necklace, Peoples Jewellers and Miku Restaurant are making donations to the Toronto Zoo’s African penguin program.

View the video story on the Peoples Facebook page.

Credits

Title: Peoples Loves Lovebirds

Client: Peoples Jewellers

Creative Agency: Juliet

Miku Restaurant Sushi Chef: Kazuki Uchigoshi