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Charli XCX, Addison Rae and Beatrice Laus Celebrate a New Generation of Jewellery for Pandora ME

Creative 55 Add to collection

Anomaly London and director Hannah Lux Davis captures the theme of individuality for the moments collection

Charli XCX, Addison Rae and Beatrice Laus Celebrate a New Generation of Jewellery for Pandora ME

In a global campaign from Anomaly, its first since winning the account in December 2020, Danish jewellery brand Pandora has unveiled its revamped ME line targeting Gen Z, a key step in the company’s ambitious growth strategy.

Styled as a collective that represents the ‘Pandora Me tribe’ on a global level, the 360 degree campaign features US musician and actor Addison Rae; singer-songwriter Charli XCX; Canadian dancer Donté Colley’, Filipino-British singer-songwriter Beatrice Laus (aka Beabadoobee); and Italian musician Cecilia Cantarano.

‘ME’ celebrates a new generation of jewellery – more playful than Pandora’s original core Moments collection – and allows the wearer to express their identity and personality through a platform of sorts, designed with personalisation in mind. The film’s exclusive soundtrack ‘Sweat’, featuring contributions from Charli XCX, doubles down on this theme of individuality.

L.A. Ronayne, group creative director at Anomaly commented, “the Pandora ME collection offers endless possibilities. And the collective of talent we were lucky to bring together represents what this means for self-expression. All set to an absolute bop by the one and only Charli XCX.”

Alongside the central film, the campaign also features videos on how to style and swap out elements. Inspired by the aesthetics of digital culture, the campaign was filmed by American music film director Hannah Lux Davis, who has previously collaborated with the likes of Ariana Grande, Miley Cyrus and Nicki Minaj.  


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Agency: Anomaly

Prod. Company: London Alley

Director: Hannah Lux Davis

Categories: Jewellery, Clothing and Fashion

Anomaly London, Mon, 04 Oct 2021 13:18:54 GMT