Pt: PGI, Together For A Lifetime
Campaign details
Brand owner: Platinum Guild InternationalLead agency: BBDO and Proximity ChinaBrand: PtCountry: ChinaIndustry Luxury clothing & accessoriesMedia: Events & experiential, Magazines - consumer, Online video, Point-of-purchase, in-store, Social mediaBudget: Over 20 million
Executive summary
Others sell jewelry by showing fantasy; we sold our jewelry by telling the truth.
The institution of marriage in China has never been more fragile and less appealing.
For every four marriages in 2015, there was one divorce. It is no wonder that the the number...