Pandora and Carat Hong Kong celebrate the city’s spirit with CGI campaign

Jewelry brand Pandora has teamed up with Carat Hong Kong, a dentsu company, to celebrate the city's spirit with an exclusive “Be love Hong Kong” computer-generated imagery (CGI) campaign.

This collaborative effort aims to highlight the charm's inspiration from Hong Kong's iconic neon sign culture, demonstrating Pandora's commitment to localising its accessible luxury offerings to resonate with the target audience of Gen Z and young millennial individuals.

As part of the campaign, a faux-out-of-home CGI video showcasing the Hong Kong neon sign dangle charm against the backdrop of the city's vibrant neon light installations has been launched.

This innovative approach not only showcases the charm's distinctive design featuring the Chinese characters of Hong Kong (香港), but also taps into the deep personal connection young consumers have with Hong Kong's cultural identity. It also aims to recognise the importance of individuality and self-expression among the target demographic.

"Pandora's brand purpose is to craft jewelry that celebrates life's cherished moments and gives a voice to people's passions and relationships," said Iris Luk, retail director at Pandora Hong Kong and Macau.

"In collaboration with Carat Hong Kong, we have created an immersive experience with our ‘Be love Hong Kong’ campaign that celebrates the power of one's continuous journey of growth and self-discovery. Infused with the city's unique local and people-centric spirit, the campaign empowers our young audience to express their unique and meaningful stories, memories, and life journeys that matter most to them," Luk added.

"We’re thrilled to launch this hyper-localised campaign with our long-term partner, Pandora,” said Polly Ip, business director at Carat Hong Kong. "Neon lights are cherished icons of Hong Kong's vibrant culture, and the limitless creative potential of CGI allows us to infuse extra excitement and visual intrigue. This is driving viral sharing and earned exposure to amplify the campaign's impact, which will captivate both brand enthusiasts and new customers."

MARKETING-INTERACTIVE has reached out to Carat Hong Kong for more information.

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The localised campaign comes after the launch of Pandora's global campaign earlier this year. Titled 'BE LOVE', the campaign features a roster of talents, artists and rising stars, three new global brand ambassadors and a new collection of jewellery. 

"Love is more than a day on the calendar or a sign-off on a letter. It's bigger and more personal than that," wrote Pandora in an Instagram post explaining the meaning behind the campaign.

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