A question of style
KSB/SJ Jewelry designed the «Ladies & Gentlemen» branding campaign for Bucherer, as well as a product campaign for the «Lacrima» jewelry line.
Schmuck KSB/SJ designed the "Ladies & Gentlemen" image campaign for Bucherer as well as a product campaign for the "Lacrima" jewelry line.
Fashion comes and goes, but style and classic elegance remain. This is why this theme is also the focus of the new image campaign of industry leader Bucherer. The agency Krieg Schlupp Bürge/ Springer & Jacoby has formulated the following core message: "Only style and sophistication underline the elegant appearances of ladies and gentlemen." For the time being, six new subjects have been created, portraying people with strong character and style. They accentuate their refined taste with treasures from Bucherer. For them, luxury is an attitude, which is why they are not subject to any short-term trends.
This attitude is underlined by CD Uwe Schlupp and lyricist Judith Stoletzky with headlines that sometimes take a pointed and concise stance, sometimes are dry and undercooled and testify to the greatest understatement. For example, with a subtle sideways glance at the media scene: "Nowadays, every woman thinks she has style. But which one still has style?" Or: "A woman's mind should always be a touch more brilliant than her jewelry." And finally, on a socially detached note: "Unfortunately, the gentleman is an endangered species."
KSB/SJ has enlisted the services of star photographer Mary McCartney for this campaign. Her portrait palmares are adorned with illustrious names such as Kate Moss, Lou Reed and Jude Law. And it was also Mary McCartney who was exclusively behind the camera at Madonna and Guy Ritchie's wedding. "She has now demonstrated her talent for capturing strong personalities during several days of shooting in London for Bucherer," reports Head of Consulting Christoph Bürge proudly.
The image campaign will have an international presence from NovemberAt the same time, KSB/SJ has launched a new product campaign for Bucherer. The new diamond jewelry line "Lacrima" is presented. "Unique jewelry deserves glamorous advertising" was the agency's concept here. This is why the new jewelry line is to be launched with a TV commercial that is as "extravagant as it is sensual and sophisticated". The starring role is played by a glamorous diva of the highest caliber. Her radiant elegance gives her an appearance that is so incomparable that it triggers boundless envy even in her mirror images, as the commercial shows thanks to film tricks. The commercial is accompanied by two erotic and passionate poster and print subjects. Here too, KSB/SJ wanted to work with well-known names. The Lacrima model, Anna Tokarska, has already made a splash on many catwalks around the world. She has walked for fashion designers Vivienne Westwood and Valentino.
Her new film for Bucherer was directed by Harry Patramanis. He is internationally renowned for his films in the world of luxury. Finally, the photographer was the sought-after Swede Asa Tallgard, who has already worked for big names such as French Vogue, Elle and Plaza International.
The commercial for "Lacrima" as well as the posters and prints can also be seen throughout Switzerland from November.
Andreas Panzeri
Fashion comes and goes, but style and classic elegance remain. This is why this theme is also the focus of the new image campaign of industry leader Bucherer. The agency Krieg Schlupp Bürge/ Springer & Jacoby has formulated the following core message: "Only style and sophistication underline the elegant appearances of ladies and gentlemen." For the time being, six new subjects have been created, portraying people with strong character and style. They accentuate their refined taste with treasures from Bucherer. For them, luxury is an attitude, which is why they are not subject to any short-term trends.
This attitude is underlined by CD Uwe Schlupp and lyricist Judith Stoletzky with headlines that sometimes take a pointed and concise stance, sometimes are dry and undercooled and testify to the greatest understatement. For example, with a subtle sideways glance at the media scene: "Nowadays, every woman thinks she has style. But which one still has style?" Or: "A woman's mind should always be a touch more brilliant than her jewelry." And finally, on a socially detached note: "Unfortunately, the gentleman is an endangered species."
KSB/SJ has enlisted the services of star photographer Mary McCartney for this campaign. Her portrait palmares are adorned with illustrious names such as Kate Moss, Lou Reed and Jude Law. And it was also Mary McCartney who was exclusively behind the camera at Madonna and Guy Ritchie's wedding. "She has now demonstrated her talent for capturing strong personalities during several days of shooting in London for Bucherer," reports Head of Consulting Christoph Bürge proudly.
The image campaign will have an international presence from NovemberAt the same time, KSB/SJ has launched a new product campaign for Bucherer. The new diamond jewelry line "Lacrima" is presented. "Unique jewelry deserves glamorous advertising" was the agency's concept here. This is why the new jewelry line is to be launched with a TV commercial that is as "extravagant as it is sensual and sophisticated". The starring role is played by a glamorous diva of the highest caliber. Her radiant elegance gives her an appearance that is so incomparable that it triggers boundless envy even in her mirror images, as the commercial shows thanks to film tricks. The commercial is accompanied by two erotic and passionate poster and print subjects. Here too, KSB/SJ wanted to work with well-known names. The Lacrima model, Anna Tokarska, has already made a splash on many catwalks around the world. She has walked for fashion designers Vivienne Westwood and Valentino.
Her new film for Bucherer was directed by Harry Patramanis. He is internationally renowned for his films in the world of luxury. Finally, the photographer was the sought-after Swede Asa Tallgard, who has already worked for big names such as French Vogue, Elle and Plaza International.
The commercial for "Lacrima" as well as the posters and prints can also be seen throughout Switzerland from November.
Andreas Panzeri
