The Problem

Kay Jewelers is well-known, but outdated. They want to rebrand themselves to better align with young people's values.

The Ask

Develop a creative strategy to target Gen Z and Milennials.

The Audience:

Young people aren't conforming to tradition. They favor making their own way as they see fit rather than adhering to the values of older generations.

And… what about the diamonds?

Throughout their history, diamonds in culture & advertising have been synonymous with the 'traditional' path- one that is very prescriptive, transactional, and heteronormative. These values are directly at odds with the younger generation's focus on individual uniqueness and making their own way.

Insight:

In a post-tradition world, a diamond’s significance is ambiguous; the couple’s values are what give it meaning.

And, Kay's vast selection of diamonds allow for each couple's unique values to be represented by a unique diamond.

The Strategy:

Your Diamond. Your Path.

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