VIDEO: New digital campaign highlights Swarovski’s role in the movies

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Fashion jewellery brand Swarovski has launched a new digital campaign which pays homage to the role it’s played in iconic movie scenes.

The new initiative is part of the brand’s #BeBrilliant campaign and commitment to producing innovative digital content to interact with new and existing consumers.

Since the 1930s, Swarovski crystals have lit up the silver screen. Everyone remembers Marilyn Monroe’s pink gown and dazzling jewels as she sang Diamonds Are a Girl’s Best Friend in Gentlemen Prefer Blondes. As they do with the opening film sequence of Breakfast at Tiffany’s featuring Audrey Hepburn’s character gazing at a jeweler’s window in her little black dress. The common thread between these two legendary scenes is Swarovski, having played a supporting role with its signature sparkle through crystal adornments.

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To celebrate its presence in iconic moments in history, Swarovski re-imagines these legendary movie scenes with a modern take in a new campaign starring brand ambassador Karlie Kloss.

The Swarovski story is one of continuous reinterpretation and this series of cinematic moments marks the brand’s latest effort to highlight the distinctiveness of the brand through digital channels.

“Swarovski is such a unique brand, and social platforms give us the opportunity to tell the many glamorous stories from its heritage,” says Yelena Aschberger, Vice President digital, pr & events at Swarovski. “With this series we are again offering unique sweet-spot content that brings to life our brand story while linking to pop culture. No matter what age or generation, everyone knows these iconic moments and what they represent in terms of style and glamour.”

In the first two episodes of this series, Kloss wears jewellery and accessories from the current Swarovski collection.

“This campaign is all about juxtaposing classic and modern style. I have always been an admirer of the timeless Hollywood glamour of Audrey Hepburn and Marilyn Monroe, and being able to evoke their iconic movie scenes and add a modern spin was such a fun experience,” brand ambassdor Karlie Kloss adds.

These digital videos are first in a series that celebrates Swarovski’s modern take on heritage, and showcases the craftsmanship and touch of glamour for which the company is renowned.

Watch the first campaign video here:

Tags : Be Brilliantdigital campaignsKarlie KlossSwarovski

The author Stacey Hailes

Editor, Professional Jeweller

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