2010 Winners & Shortlists

The Brief

Van Cleef and Arpels in Dubai recreated a travelling exhibition that took the viewer on six distinct areas of the jewellery house – History, Nature, Couture, Celebrities, Eclectic and Mystery Settings – and introduced their latest collection, Ballet Précieux. The challenge was to take the sensory experience created by the exhibition and translate this into a giveaway that visitors could take with them. The project needed to not only allow visitors to ‘relive’ the experience, but also allow those who did not have the chance to see it to experience it, in addition to increasing PR coverage.

Creative Execution

The execution paralleled the pure and delicate image of the brand. It allowed the viewer to travel through the house of Van Clef and Arples in an interactive manner.

Describe the creative solution to the brief/objective.

A tactile and interactive supplement that brought to the fore the unique nature of the exhibition by using different papers, print effects and pullouts, encouraging the user to take a closer look, akin to leaning in to examine a jewellery case. In essence, the Van Cleef and Arpels book recreated the mystical journey of the exhibition as each turn of the page led to a different discovery and unique unveiling.

Results

The final product led to a 60% increase in PR coverage for VCA Scored “very pleased” on the client satisfactory report.