Danish jewellery giant Pandora has won gold at the prestigious Lovie Awards for the brand’s digital film experiment ‘The Unique Thank You’.
Now in its 6th year, the Lovie Awards is a celebration of creativity and originality, honouring the best of the European internet across websites, mobile and applications, social, internet video and online advertising.
Judged on how creatively companies premiered and promoted branded content online, Pandora was awarded the top accolade for ‘The Unique Thank You’ in the category for Online Advertising Branded Content.
A global celebration of women across different cultures, ethnicities and lifestyles, ‘The Unique Thank You’ formed part of Pandora’s Mother’s Day campaign this year, which honoured the deep-rooted connection between mothers and their daughters.
“We are extremely pleased to have won an award for this campaign, which gave mothers and daughters an opportunity to reflect on the importance of their roles in each other’s lives,” explains Stephen Fairchild, senior vice president & chief creative officer at Pandora. “It was a very moving experiment and we are thrilled that it has received the recognition it deserves.”
Defined by shared experiences and extraordinary qualities passed from one generation to another, ‘The Unique Thank You’ explored whether it was possible to connect mothers and daughters through a single, anonymous yet personal message. A continuation of Pandora’s Unique As We Are journey, the experiment portrayed the individuality of each maternal relationship, to encourage women everywhere to cherish one another on Mother’s Day.