A Lifetime of Love
Platinum Guild International
Issue 39 | September 2016
Agency
BBDO And Proximity Shanghai
Creative Team
Chairman and Chief Creative Officer, Greater China: WaiFoong Leong Executive Creative Director: Kit Koh Creative Director: Airy Han Senior Copywriter: Virginia Yan Associate Creative Director: Fan Zhang Associate Art Director: Viko Song
Production Team
Client Services Director: Jacquelyn Pang Strategic Planner: Angela Gao Executive Producer: Grace Yu
Other Credits
Attic
Date
December 2015
Background
Today's newly-weds still exchange their commitment on their wedding ceremony, but with failed marriages becoming norm, their confidence in the ritual is low– it is more like a ceremony than something to rely on for a lifetime. As a metal (used for bridal jewellery) that never fades nor tarnishes with time, Platinum Guild realized an opportunity to champion the notion of a commitment that endures for a lifetime no matter what.
Idea
It all started with a powerful insight: although the young couples tended to claim that they "do not believe in relationship and marriage anymore", deep down their heart, they aspired—more than ever—a powerful commitment that could guard their marriage for a lifetime through all the uncertainties. To boost their confidence about marriage and reassure them about the power of commitment, PGI created a social experiment to enable them to "see" their future. In the resulting "A Lifetime of Love" social experiment, PGI demonstrated the power of commitment by enabling young couples to witness their future life journey together. First, fantasy-like wedding photos were taken for each couple. Second, instead of beautifying the photos, PGI did the opposite— photoshopping the couple's photos to make them look older. With the help from grooms-to-be, photographers edited wedding photos to make the couples look 10, 20, 30, and then 40 years older. Then, grooms-to-be took their brides-to-be to their wedding photo exhibition. As the photos were revealed one by one "chronologically", the young couples became more and more emotional. At that moment, their uncertain future suddenly seemed certain, and they were more motivated to grow old together.
Results
The campaign achieved 2.1 million viewership and 1.3 million engagement in 2 weeks, or 24.7% and 15.3% of the 8.5 million people who are in the about-to-get-married life-stage. In this way Pt's proposition of "Never Fading Commitment" was strengthened and Platinum was propelled to be top-of-mind choice of bridal jewellery for target consumers.