Client: Annoushka
Date: May 2017
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London-based independent creative agency Mr President is helping fine jeweller Annoushka Ducas launch her Crown collection with a new campaign that steps outside the fine jewellery mould. The “Rule the World” print, store and digital campaign features a diverse set of female hand models showing off the new Crown Rings in a playful and powerful way sharing messages of empowerment in Universal Sign Language (USL).

The campaign will roll out from 12May on the web and social channels. On (, visitors can create and share their own messages of empowerment by spelling out messages in Universal Sign Language. Store window displays at the Annoushka flagship store on South Molton Street in London will follow shortly as well as adverts in high end fashion & jewellery titles, including Harpers Bazaar and Tatler, in the coming months.


Creative agency: Mr President

Claire Hynes - Managing Partner - Mr President

Nick Emmel - Strategy Partner - Mr President

Jon Gledstone - ECD + Partner - Mr President

Dan Viveiros - Head of Design- Mr President

Sarah Hardcastle - Creative- Mr President

Elliott Shiels - Creative- Mr President

David Clulow - Senior Designer- Mr President

Clancy Walsh - Connections Planner - Mr President

Harriet Bell - Account Manager - Mr President

James Fricker - Senior Producer- Mr President

Photographer: Turi Løvik Kirknes

Photographer assistant: Katie Boyle

Stylist: Victoria Wright

Makeup: Lan Nguyen

Nail artist: Cherrie Snow