To introduce CAO Fine Jewellery’s collection of seven gemstones, the brand partnered with Marie Claire Vietnam on an editorial campaign that brings each stone to life through the stories of women. The campaign unfolds across an editorial article, a portrait series featuring seven women named “Ngọc”, each embodying one of the gemstones in the collection, and an exclusive video series in which they reflect on a question both intimate and universal: What color is my happiness?
The brief
Develop the production and communications plan for an editorial campaign featuring CAO Fine Jewellery’s PRISMA collection, comprising seven gemstones. The campaign should seamlessly integrate the jewelry into the editorial narrative and visual storytelling, ensuring the products are present in a subtle, organic, and non-commercial manner.
What we did
Inspired by the Eastern proverb “Ngọc bất trác, bất thành khí” - a metaphor for how resilience, sacrifice, and life’s challenges shape us - our editorial team developed a story around the meaning of “Ngọc”: both a name and a gemstone.
We brought together seven women named Ngọc, using their personal journeys to explore one intimate, universal question: What color is my happiness?
- Photoshoot: Building on the overarching concept developed by the editorial team, our creative team developed individual visual stories around the seven women named “Ngọc,” drawing from the color of each gemstone and the unique journey each woman has taken.
- Editorial Article: We explored the meaning behind the campaign and developed tailored interview questions for each talent, uncovering the experiences, choices, and personal journeys that shaped their sense of happiness and fulfilment today.
- Social Interview Videos: We extended the campaign concept into a series of exclusive social videos, inviting each talent to answer “What color is your happiness?”, while naturally integrating the corresponding gemstone color from the PRISMA collection into the visual storytelling.
Outcome
- Teasing video
- Talents' photo album & video
- Actress Diệp Bảo Ngọc - Ruby, Radiant After Every New Beginning
- Singer Giang Hồng Ngọc - Sapphire, Deeper Yet Brighter
- Beauty Queen & Entrepreneur Trần Bảo Ngọc - Emerald, Peace After the Storm
- MC & Editor Mai Ngọc - Aquamarine, Gentle Yet Strong
- Singer Lâm Bảo Ngọc - Pink Tourmaline, Blooming After Seasons of Stillness
- Beauty Queen & Model Ngọc Châu - Sapphire & Tanzanite, Strength in Her Own Light
- Actress Ngọc Xuân - Citrine, Resilient and Serene
- Editorial Article: Ngọc trong Đá - Vẻ đẹp của thời gian và thử thách