Creative Strategy & Direction
2024 | CAMPAIGN: KISS ON FIRE
For over 100 years, America has known every kiss begins with KAY. We’re making that statement true for generations to come with a transformative ad campaign that’s as personal, playful and vibrant as the love they’ve co-created. After all, love isn’t found, it’s created.
87% Ad Recall • Perception +19% • Relevance +17% • Consideration +19%
Holiday :15s
Engagement :30s
Engagement :06s
Wedding :15s
Wedding :06s
Gifting :15s
Evolution: 2023
Legacy brands can easily become irrelevant to new audiences if they don’t evolve in ways that resonate. In 2023, we captured KAY’s signature proposal moment through a refreshing lens that embodies the relaxed, uncomplicated energy newer generations aspire to.
This successful campaign resulted in highest ad recall, beating out sister banners and all competition within the jewelry category.
Brand BVP
Holiday
Mother’s Day
Fall in love, with KAY. (2022)
Anyone can tell a good love story. The important question is, can you make them feel it? For KAY's 2022 ad campaign, we created an authentic storyline to draw viewers in and evoke a sense of modern-day love, all within the confines of a 30-second spot.
Brand BVP
Anniversary Gifting
Product-Focused Campaign
Expressing love to those who mean most is especially important during uncertain times. This campaign inspired consumers to carry on the cherished tradition of gift-giving through the post-Covid socioeconomic challenges of 2022 by optimizing a mix of dazzling product shots, customization messaging and easy payment options.