CHOPARD New Happy Diamonds Ad Campaign

 CHOPARD turns the spotlight on its unique spirit in new advertising campaigns dedicated to four flagship collections and set to be released in various phases throughout the year 2015. Chopard is first and foremost a unique spirit. A self-evident style expressed through its creations, the family that guides and embodies it, as well as its philanthropic commitments. Moreover, the various partnerships and events with which its name is linked, together with a fascinating associated spectrum of words and images, converge in giving shape to a distinctive identity.

While this spirit has evolved over the years, it has remained loyal to an independent mind-set, determined freedom of action, exceptional creative vitality, and contagious joie de vivre. Passion for excellence. Expertise and boldness. Respect for traditions while challenging conventions. This array of characteristics contributes to nurturing the Chopard spirit, underpinned by the perseverance, the sincerity and the commitment demonstrated by the Scheufele family, like unmistakable signature features of its unique style. The multiple facets of this Chopard spirit are now embodied in new advertising visuals featuring four narrative threads that reveal the specific identity of four flagship Chopard collections: Happy Diamonds, Imperiale, Haute Joaillerie and Classic Racing.

The audacity to set diamonds free. Inherited lightness of being. The first of these campaigns to be unveiled is dedicated to Happy Diamonds. 1976 saw the birth of these Happy Diamonds, inspired by the sunlight sparkling on the drops of a waterfall in the Black Forest. In discovering this new creation, Karin Scheufele spontaneously exclaimed: “Diamonds are happiest when they are free!”

Captured in full flight by the photographer tandem Luigi & Iango, the playful, fresh and joyful spirit of the Happy Diamonds lights up this campaign with its contemporary aesthetic and iconographic codes placing the brand firmly in tune with the times and testifying to its legendary boldness as well as its capacity for innovation in terms of both creations and communications. Moving and connected, spontaneous, whirling and dazzling, Happy Diamonds perfectly reflect the joie de vivre of the young women who wear them.