Creative in association withGear Seven

BETC'S Van Cleef & Arpels campaign

Advertising Agency
Paris, France
BETC Luxe launches new campaign for Van Cleef & Arpels - Even nature would be charmed

The High Jewellery Maison, Van Cleef & Arpels founded in 1906 in the Place
Vendôme, Paris, was born from a love story between Alfred Van Cleef, the son of
a diamond dealer and Esther, or Estelle, Arpels, the daughter of a jeweller.

Driven by passion for 100 years, the Maison develops an incredible expertise in
achieving perfection. With its unique creations and its choice of exceptionally pure
stones, Van Cleef & Arpels invites you to share its magical, romantic vision of the
world. It fosters a highly distinctive imagination, borrowed from nature, rich in
poetry, delicacy, femininity and enchantment.

This remarkable approach has inspired BETC Luxe to create a new
communication campaign for this prestigious Maison.

Almost going back to basics, the campaign highlights the links between nature and
jewellery with a collection of gentle, kindly creatures that demonstrate the
amazing perfection of Van Cleef & Arpels pieces: so true to life, so astonishing,
that Nature herself would be charmed.

Presented in all their splendour, yet never intimidating, these jewels are the real
stars of this unique, marvellous story.

The visuals, photographed in Paris by the well-known Italian couple Coppi Barbieri,
have been created with real plants and animals to capture all the freshness,
spontaneity and authenticity that Van Cleef & Arpels values so highly.

It is a serious commitment, a very long way from frozen still-life or the codes
normally associated with jewellery and luxury watchmaking.

In this new campaign, the Maison confirms its excellence in jewellery and its
exclusivity in the market with its prestigious, totally distinctive style.

The campaign will be launched in September 2011 all around the world, in print
media, posters and digital banners.