When it comes to wearing pearls, there’s a fine line between adding a drop of elegance to your outfit and looking like you just raided your grandmother’s dusty jewelry box. That’s why 123-year old Mikimoto recently enlisted the help of agency Rokkan to help it convince millennials that pearls can be the cherry on top of a stylish and modern outfit.
In an online video called ‘Explore the Original,’ three young women with varying styles are shown completing their outfits with a different Mikimoto pearl necklace. Three shorter 15-second films, set in New York, Paris and Tokyo, feature each woman separately.
The aim of the campaign, which was voted by readers as US Creative Work of the Week, is to show viewers what a "Mikimoto Woman" looks like.
“Mikimoto has an amazing legacy of luxury — I remember my mom catching me going through her jewelry box when I was young and telling me that Mikimoto is the brand for pearls,” said Laura Mulloy, SVP-executive creative director at Rokkan, in a statement. “It’s incredible that they’ve been gracious enough to give us the keys to drive the brand forward. With our ‘Explore The Original’ films, we’ve been able to illustrate who the modern Mikimoto Woman is in a powerful way.”
The films are running on Instagram and Facebook via paid social placement.
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