Building New Brand Values + Messaging
To celebrate Pandora’s global re-launch, ITB were tasked to secure next-gen global music artists, street artists and brand ambassadors to amplify their new core values and messaging as well as bring their own personal message and cause to the spirit of the campaign.
Identifying and Securing Diverse Talent with Purpose, Social Impact and Cultural Relevance
Our mission was to secure a diverse group of 6 female ambassadors with purpose, social impact and cultural relevance who embody the spirit of Pandora’s new direction – the #PandoraMuses. After a deep dive into a heavily researched casting, we secured Nathalie Emmanuel (Actress), Georgia May Jagger (Model), Halima Aden (Model and Activist), Larsen Thompson (Dancer/Model), Margaret Zhang (Director/Editor/ Activist) and Tasya van Ree (Artist).
To celebrate the campaign, the Pandora Muses joined the Global PR ‘Street of Loves’, event turned art installation in LA and ITB further secured globally recognized artists to perform including Sza, Charli XCX and DJ’s Coco & Breezy and Zuri Marley.
Global Reach and Positive Sentiment
The campaign achieved a huge amount of global reach that was amplified through social posts on all of the talent’s personal Instagram accounts. The long-term partnership with the Pandora Muses has received a lot of positive sentiment for its authenticity and diversity.