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How to Shine Again.
Zales had lost its shine. The brand faded into the category landscape.
We changed that.
“This Is How We Shine” gave Zales a bold new identity. Vibrant. Inclusive. Made for Gen Z.
From TV to social to in-store, every touchpoint was reimagined.
The result? The best sales performance in Zales’ history.
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Valentine's,
Reinvented.
In the middle of the 2020 lockdown, we began concepting a Valentine’s Day campaign for the year ahead.
We knew it couldn’t look or feel like anything people had seen before.
So we said goodbye to Cupid and introduced someone new. Because... why not?
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