The campaign was created to refresh a well-known Brand.

Before the launch of the campaign, this brand was loved but also really hated by a lot of Spanish people for being too “drippy” and abusing of his symbol, the bear.

Tender Stories No. 1 kicked off the campaign with a daring piece; a love story between a university lecturer and his young student. A story that most of all had to be tender.

We launched Tender Stories No. 1 with a teaser on TV which redirected to the brand’s website where you could see the whole story.

Online you could see the full version where consumers could choose the jewellery that appeared. At the same time we encouraged the conversation under the hashtag #tenderstories.

The story had an ending that was open to different interpretations. Many women wanted to know if they would end up together.

For Valentine’s Day we launched a follow-up in which the main character gets in a taxi and goes in search of his beloved to give her a piece of jewellery.

Over 9 million views on YouTube. The song by the group in the fashion-clip went straight into the iTunes Spain list. Values previously associated with the brand such as “Conservative” or “Snobbish” were replaced by “Brave” and “Modern”. 93% positive online rating. Sales increased by 59% over the previous year. The synergy between the fashion-clip and jewelry sales while watching the piece broke the brand’s all-time online sales record. And the hardest part; in just a few months those who used to hate it have slowly begun to love it.