GIANT’s creative team were tasked with helping client Baker Brothers Diamonds to transform their traditional advertising in a bid to appeal to a younger audience. Baker Brothers wanted to creatively expand its advertising with an innovative and fresh focus.
The client, an independent, family run jewellery business, wanted to make a move away from the usual lifestyle product shots featured in previous advertising campaigns, while ensuring their bespoke diamond jewellery remained a focal feature.
Working with the client, our extensively experienced, creative studio team looked to create a range of illustrated characters to bring a fresh, fun feel to the new adverts.
The campaign concept was that the illustrative characters could feature within different stories and scenes simultaneously showcasing Baker Brothers bespoke product range.
Collaborating with the client, the artistic studio team started to create the characters from initial hand drawn sketches, which were then brought to life using digital tools.
A new pallet of brighter, lighter colours was also incorporated in the advertising campaign to ensure they were as eye-catching as possible.
We designed a suite of 10 adverts for a striking billboard campaign. The chosen characters in the campaign depict different seasonal scenes throughout the year and scenarios including hand picking a wedding ring, eternity ring and presenting presents including a diamond pendant.
The innovative, fresh focus proved popular with the client and the voting public alike, resulting in Baker Brothers Diamonds celebrating its sparking success in the prestigious Billboard Awards 2020.
Following the creative campaign collaboration with GIANT, the Bedford based jewellers was announced as the winners of the Most Eye-Catching Campaign category in the prestigious national awards!
For Award-Winning Results. GIANT
