Standard Black Explores ‘Craft as Ritual’ for Sustainable Jeweller John Hardy

Artisan handcrafted jewellery brand John Hardy has turned to full-service creative agency Standard Black to launch ‘Craft as Ritual’, a brand-focused, Autumn marketing campaign that brings the company’s Balinese traditions and values to life. This approach is designed to appeal to both luxury consumers and new, younger shoppers who are interested in sustainable, handmade items.

John Hardy’s premium jewellery uses 100% reclaimed silver and gold and is crafted with traditional Balinese techniques, handed down through families for generations. The brand is deeply rooted in the essential values of community, artisanship and sustainability and wanted its marketing to reflect these unique selling points.

Standard Black created the ‘Craft as Ritual’ executions with a retro portrait photography look, shot through a modern lens. The videos and photography for print and OOH share the iconic photographic style and have a consistent focus on the handcrafted appeal of the jewellery, which is still made by local Balinesians. The ‘Craft as Ritual’ statement also runs throughout the campaign, as well as an icon of Bali: the marigold.

In addition to the creative, media was planned and bought by Standard Black. The campaign involves media placed across Vogue’s properties, debuting with a print spread in the September issue and appearing in multiple formats at Vogue’s ‘Forces of Fashion’ event, which John Hardy sponsored in partnership with Condé Nast. The spots are airing on major TV networks, including ESPN, NBC, TNT, FOX, HGTV, CNN, Sling, BBC America, Travel, Discovery, TBS, History Channel, and DirectTV NOW, and will run through late October. OOH will include wild postings in SoHo, Williamsburg, and at Teterboro and Houston airports.