2021 Winner
SilverHoliday/Seasonal Advertising
Birks
"Birks Chinese New Year"
Major Tom
"Birks Chinese New Year"
Major Tom
Lunar New Year celebrations were vastly different in 2021, with travel and gathering impossible for millions of households.
Jewellery retailer Maison Birks needed to contend with consumer fears and a lost sense of family connection, while reaching a new audience of Chinese Canadians. It worked with Major Tom on creative that featured the family tree – a globally recognized image of familial relationships and lineage – and tapped into family sentiment and encouraged users to send their love across platforms like Facebook, Instagram and WeChat.
Birks’ magazine, 1879, became another storytelling platform in which guest contributor Jackie Kai Ellis told her immigrant family’s story of maintaining deep connections through distance. The campaign delivered seven million impressions and a conversion rate of 3.99%.
Jewellery retailer Maison Birks needed to contend with consumer fears and a lost sense of family connection, while reaching a new audience of Chinese Canadians. It worked with Major Tom on creative that featured the family tree – a globally recognized image of familial relationships and lineage – and tapped into family sentiment and encouraged users to send their love across platforms like Facebook, Instagram and WeChat.
Birks’ magazine, 1879, became another storytelling platform in which guest contributor Jackie Kai Ellis told her immigrant family’s story of maintaining deep connections through distance. The campaign delivered seven million impressions and a conversion rate of 3.99%.
Credits
Mitchell Fawcett, VP Strategy, Major Tom;Jennie Chen, Digital Strategist, Major Tom;
Julia Zhang, Digital Strategist, Major Tom;
Vania Gunawardi, Designer, Major Tom;
Melinda Bishara, Manager of Creative Studio, Birks;
Karine Lachapelle, Senior Digital Marketing Specialist, Birks;
Katie Reusch, Director of Omni-Channel Marketing & Communications, Birks