Flavour of Home
no professional actors, no celebrity directors, only the authenticity of family.
- creative campaign
- brand film
| Photography / Ricor
challenge
Pans Jewelry is a high jewelry brand that believes jewelry is a medium for preserving the most important family moments. For Pans Jewelry's 7th year anniversary, we wanted to share the brand’s core values through a campaign video that would highlight the authentic interactions of a real family.
solution
In recent years, luxury brands such as Burberry and Chaumet started to push family values in their brand communications in the Chinese region, finally recognizing the significance of its cultural roots. However, as a local brand based in Shanghai, Pans was able to address the influence family traditions had to the Chinese market when no one else did, and has managed to stick to them until they finally reaped the fruits of their labor.
result
The internet was moved by the genuine emotions expressed by this family performance, many leaving heartfelt messages expressing their resonance with the film's message of legacy and inheritance. The internet was moved by the genuine emotions expressed by this family performance, many leaving heartfelt messages expressing their resonance with the film's message of legacy and inheritance.
the key words
"Home and family" and "preserving family inheritance" are some of Pans foundational core values. In the creative brainstorming process, we found key words to be used for this campaign - "the warmth of spending time together", "value of collection", "the passage of time", "the clash of knives, forks, and laughter at dinner parties", and "heart-to-heart conversations".
consumer culture and trend insights
We derived inspiration from the recent trend of coming of age films, such as "Boyhood" that employ the use of documentary techniques to reveal the real essence of emotional movement, despite being commercial films. Pans wants to be a jewelry brand that grows up with people's families, believing that the documentary method is the best medium to speak to consumers.
idea
Starting from 2016, all of Pans’ visual communication have been planned around an ordinary family that went through various life stages, from being newly-weds to bearing children, growing from a two generation family to three.
This year, as the daughter of the cast is moving away to another country, we decided to present a snippet of their real emotions, transforming this promotional film into a personal family diary.
| Behind the Scenes ft. Pans Family / Rice and Shine | Director / Edward Tseng
communication strategy
“Flavour of Home” is like a reality drama that has been brewing for the past five years. The director utilized a documentary-style lens to tell this story of the daughter saying goodbye to her family before moving to a new country. The jewelry takes on a character of its own, becoming a vehicle to keep precious memories alive. No matter where the daughter's family goes in the future, the flavour of home is unchanging.
| Featuring Pans Family / Rice and Shine | Director / Makaylah Chih | Creative Director / J. Lu | Stylist / Melina Chen
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