TSL redefines the meaning of jewellery

In a move to redefine the meaning of wearing jewellery, TSL has embraced content marketing in a new digital push that features inspirational statements and attitudes from a list of 12 local celebrities who are seldom seen in jewellery commercials.People featured in the campaign are known for their remarkable personalities and strong beliefs. They include HKTV chairman Ricky Wong (王維基), Hong Kong Premiere League Club Eastern goalkeeper Yapp Hung-fai (葉鴻輝), and Canto-pop singer Ivana Wong (王菀之).[gallery link="file" ids="119318,119312,119316,119315,119308,119310,119311,119309,119307,119313,119317,119314"]Partnering with DDB Group Hong Kong and WhoAREInvited, the creative centres on the theme "Finger Language" with an aim to encourage people to express themselves through TSL’s new range of stackable rings, changing the way people wear their jewellery.Rather than merely communicating a single message, each person will share their own core belief and attitudes, which echo the campaign idea to make the “finger language” more meaningful and relevant. The campaign spans social media, digital, print, billboards, key in-store visuals and a promo video.https://www.youtube.com/watch?v=yrl3n5s-JdA[gallery link="file" ids="119328,119329"]Anthony Jim, director of group marketing and international business at TSL, said: “Our communications focus on the stories behind the rings. We believe stories can be told by the way people wear rings on their fingers. They can communicate a commitment, a faith, an appreciation and persistence. And different people can show their different stances for love and belief.”Valiant Yip, business director at DDB Group Hong Kong, added that the campaign goes beyond traditional media and embraces an unconventional approach to engage a younger segment for TSL. The campaign is set to expand to China within two weeks.Credits Client: Tse Sui Luen Jewellery (TSL)Agency: DDB Group Hong KongGroup creative director: Francis ChungSenior art director: Shadow NgArt director: Waiwai WaiCopywriter: Penny LauHead of broadcast: Annie TongBusiness director: Valiant YipGroup account director: Debby LaiAccount manager: Fiona Mok, Wing OrAccount executive: Angela LeeDigital media partner and production: WhoAREInvited