Jewelry brand Pandora has released a new global campaign, the first from Anomaly London since its account win last December, featuring musician and social media personality Addison Rae and singer-songwriter Charli XCX.
Built around a 30-second central film, the campaign introduces the brand’s ‘Me’ line of necklaces, bangles and earrings to audiences wishing to bling up for the winter.
The campaign targets gen Z consumers seeking solace from the darkening days with shiny trinkets, with a little help from digital natives to convey its message of personalized accessories to viewers.
The line-up includes Canadian dancer Donté Colley, Filipino-British singer-songwriter Beatrice Laus (aka Beabadoobee) and Italian musician Cecilia Cantaran, who inject a sense of playfulness and individuality into the Danish brand.
LA Ronayne, group creative director at Anomaly, said: “The Pandora ‘Me’ collection offers endless possibilities. And the collective of talent we were lucky to bring together represents what this means for self-expression – all set to an absolute bop by the one and only Charli XCX.”
In tandem with the main film, a series of feature videos shot by acclaimed music film director Hannah Lux Davis flesh out the collection further.