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Mass Minority Keeps it Real for New Client Charm Jewellers

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Canadian jewellery store brand opts for down-to-earth diamond strategy

Mass Minority Keeps it Real for New Client Charm Jewellers

What Canadians are looking for is real love, in the places where real love happens. That is the sweet spot that agency Mass Minority were looking to hit for their client, Charm Diamond Centres, who has been helping Canadians express their love for one another without pretence for years. Based in Halifax, Nova Scotia, Charm has always had a hometown quality that is unique in the jewellery business - and Mass Minority were keen to leverage that truth.


Of the strategy behind the new campaign, Mass Minority's founder and chief creative officer Brett Channer said, “Let’s talk to the people that Ram trucks are talking to, in the same channels, with the same tone and manner. These are honest, hard-working people who find love and express it in more honest, down to earth ways. They don’t need someone telling them it’s got to be three months’ salary to be good enough. It truly is the thought that counts and that has a truly “Charming” essence about it. All we did was capture that idea with story-telling; the idea that Real Love has Charm.”


The spots are running online nationally across Canada and during TV programming that includes NHL hockey and NFL/CFL football.


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Genres: People, Storytelling

Categories: Jewellery, Clothing and Fashion

Mass Minority, Fri, 21 Dec 2018 16:26:22 GMT