SWAROVSKI teams with THE SCIENCE PROJECT and KARLIE KLOSS to give the brand an entertaining voice
BY KENNETH RICHARD
To kick off the announcement of Karlie Kloss as new spokesperson/model, the house of Swarovski, under the guidance of The Science Project, took it up a notch by putting some playful personality to the brand. Rather than leave model-of-the-decade Kloss to simply be a face, creative director Justin Edwards gave her a voice via a “how to pronounce Swarovski” video, and the result not only gives Kloss personality but the brand as well.
For the past number of years Swarovski has leaned on spokesperson Miranda Kerr to help reinforce their luxurious image. But in an era of fashion as entertainment, print is simply one component and the team at Swarovski and The Science Project were wise enough to leverage Kloss’ ability to project, while overcoming a rather comical issue; how to pronounce a name like Swarovski.
We learned through Google search insights that the pronunciation of our brand name is actually in the top 3 global search topics for Swarovski. We saw this as an opportunity to address the question that many have on their minds, and with a little help from Karlie we developed dedicated content for Youtube to capitalize on the search demand.
Far too often, fashion which is about enjoyment, can take itself too seriously and by unleashing Kloss to practice saying Swarovski over and over, the brand is having their cake and eating it too. What is so smart about the dialogue is that she plainly states “when you say it too many times it really becomes and issue.” That dare challenges viewers to repeatedly say Swarovski over and over. Can you also say “marketing genius!”
To round out the campaign and Laird+Partners, lead by creative directors Trey Laird and Laura Rule, have developed a print campaign with more commercial components to be released soon. Lensman Craig McDean and stylist Edward Enninful lent their gifts to the campaign with the #BeBrillant.
The combination of the two teams is powerful and it was wise of Swarovski to layer in video with a voice that makes light of the brand while adding depth and dimension to it simultaneously. Their product after all has texture, and The Impression is delighted to see they have capitalized on it.
Agency | The Science Project
Creative Director | Justin Edwards
Agency | Laird + Partners
Chief Creative Director | Trey Laird
Senior Creative Director | Laura Rule
Photographer | Craig McDean
Model | Karlie Kloss
Stylist | Edward Enninful
Still Photographer | Robin Broadbent
Associate Creative Director | David Ragsdale
Art Directors | Lucie Matussiere & Dasha Marcial
Graphic Designers | Giorgia Brugnoli & Grant Stewart
Editorial Director | Ranjani Gopalarathinam
Senior Account Director | Jenifer Kocourek
Account Supervisor | Justine Signore
Account Manager | Marissa D’Onofrio
Senior Producer | Alex Lunn
VP, Director of Strategic Planning | Jennifer O’Brien
Senior Strategist | Sara Rewkiewicz