Role Creative, Digital and Media AOR
Assignment 2016 Brand Campaign
Channel Digital Creative and Social
Services Strategy Creative Concept Creative Production Social Amplification Media Planning and Buying
Rokkan partnered with Mikimoto, the world-renowned jeweler known for pioneering the art and science of pearl culturing, on a digital campaign aimed to change the world’s perception of pearls. Led by a series of highly stylized films, “Explore The Original” was launched in the United States and supported through paid social. With 123 years of history, the Mikimoto name became synonymous with cultured pearls and is a symbol of Japanese culture throughout the world. Mikimoto was one of the first Japanese brands to expand into international markets, with boutiques now open across the United States, United Kingdom, France, Singapore, and China, among many other countries. With this campaign, Mikimoto intended to celebrate the evolving Mikimoto Woman and showcase the difference between owning and being a treasure.
The “Explore The Original” campaign comprised of four films, including three 15-second films set in New York, Paris and Tokyo, and one long-form film that tied all three locations together. In these films, we showed that the Mikimoto Woman was surprisingly different from who we expected a pearl wearer to be—there was no cashmere twinset in sight. But just like she didn’t conform to expectations, she didn’t wear her pearls in the traditional way.