Sometimes actions speak louder than words. Piaget’s video campaign for its Possession line shows you the latter’s USP to maximum effect.
By now you might have read and seen the big marketing push Piaget is hyping on for its 20-year-old jewellery line Possession. It is, after all, the first time the range is back in the limelight after its inception in 1995. But if you really have no clue of what the Possession is all about, here is the Cliff Notes’ edition: Take a simple gold band and slot in a movable bezel that turns freely whenever you fidget or tinker with it.
If that sounds all but a little confusing, then the brand’s new video campaign, directed by indie French director Nicolas Bary, shows off that point clearly. Set in modern-day Paris, the film charts the different moments in a day of various women, set amidst the backdrop of plenty of moving objects. Cue the giant ferris wheel and carousel at Grande Roude de Paris, scenes of dancers on the dancefloor, a moving LP … you get the drift. In the middle of all that dizzying effect, what is clear are the glimpses of the women playing with the movabel bezel on the rings. If that’s not hypnotic enough, then the Time Is Dancing soundtrack by English singer Ben Howard will do the trick.
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