I HELP EMERGING BRANDS GET THEIR STORY STRAIGHT WITH WORDS THAT SING LIKE CELINE & OOZE TIGER’S BLOOD LIKE SHEEN.PEEP THE WORK OR USE SOME SPEED (URGENCY, NOT METH) AND HIRE MY PEN BEFORE SOMEONE ELSE DOES.

I WAS TAPPED BY WORKXWORK TO COME UP WITH A BRAND CAMPAIGN CONCEPT FOR JEWELERS MUTUAL.OVER 72 HOURS, I WORKED CLOSELY WITH WORKXWORK’S CREATIVE TEAM TO IDEATE AND WRITE SEVERAL OPTIONS INCLUDING TAGLINES, SCRIPTS, AND FUNNEL MESSAGING. IN DOING RESEARCH ON JEWELERS MUTUAL, I FOUND A QUOTE ON THEIR WEBSITE THAT STUCK TO MY MIND LIKE SUPERGLUE AND ULTIMATELY BECAME THE FOUNDATION FOR THE SELECTED DIRECTION.

“MORE THAN METAL AND STONE” CELEBRATES WHAT JEWELRY REALLY MEANS TO US BEYOND ITS RAW MATERIALS. IN A CATEGORY DEFINED BY THE DOLLAR VALUE OF PHYSICAL ITEMS, THIS CAMPAIGN CREATES REAL TRUST BETWEEN JEWELERS MUTUAL AND CONSUMERS BY SHARING FIRST-PERSON STORIES OF LOVE, FAMILY, AND LEGACY.

(THIS ALSO REINFORCED MY BELIEF THAT THE BEST COPY IS OFTEN PULLED DIRECTLY FROM A CUSTOMER'S / STAKEHOLDER'S / ADVOCATE'S MOUTH)

HERE ARE THE FINAL ASSETS CREATED BY WORKXWORK & SUNDNCESTUDIOS:

SOURCE: THESUNDNCEKID

SOURCE: CIDER