TOUS, the worldwide leading jewelry brand, has been communicating under the territory of tenderness for more than 15 years. After all this time the brand was starting to be considered too classic by the younger targets. The client realized that they needed to to look more fun and fashionable because they felt that they were becoming outdated. That’s why they asked us to showcase their creative side to engage with new targets. So we created a campaign that let people rediscover the brand’s identity.

MADE OF TOUS was the umbrella concept to say that they are made of much more than just their iconic teddy bear and silver. TOUS it’s also trendy, fashionable, creative, wild, fun and whatever inspires you or makes you feel. To explain it visually, we selected 3 different pieces of jewlery and we unveiled the universe behind the jewels with a film for each one commissioning them to three filmmakers with different narratives and techniques.

All three films have in common this Alice in Wonderland-like tunnel that takes us into different worlds and stories showing what the brand is really made of. The films worked individually but they were on air at the same time, so the mixture was interesting and challenged people to rethink about their concpetion about this brand.

• Agency: Lola Mullen Lowe

• Executive Creative Director: Néstor García & Nacho Oñate

• Creative Supervisor: Saray González

• Senior Art Director: Libe Amunarriz

• Senior Copywriter: Guillem Zuazola

• Junior Copywriter: Nicole Schneewind

• Production company: CANADA

• Directors: Nur Casadevall, Bàrbara Farré, MANSON

• Post Production: BLISS

• Photographer: Rita Puig-Serra