New lead agency for CHRIST
In this year's pitch for the creative budget of CHRIST, the Hirschen from Cologne prevailed. The current Christmas campaign is their first joint work and just an initial glimpse into the new communication direction of the German jewelry and watch chain, which will celebrate its 160th anniversary next year.
This summer, the Hirschen prevailed in the pitch, conducted with the support of cherrypicker – Your Agency Management Consultants – against two other agencies. The task: emotionalizing the brand. The creative agency convinced with its holistic view of brand, target audience, and zeitgeist, as well as the courage to take a stand. Moving away from the retouched beauty world towards real people, real emotions, and above all: a lot of feeling.
CHRIST has decided to take this new path and break free from the clichéd communication patterns of jewelers. The repositioning of the brand aims to highlight the ideal significance of jewelry: Instead of exclusive status symbols, the products become expressions of a very individual way of life. Free from conventions and stereotypes. Always unique and individual. The focus of the new Christmas campaign is particularly on the individual who sees jewelry not just as an accessory but as the embodiment of special experiences and memories.
“The Christmas campaign is just the first step, and one can already look forward to the upcoming attitude campaign in late January. We are currently in an exciting process of communication realignment, and it’s enjoyable to go through this together with the Hirschen,” says Antonia Dückers, Head of Marketing at CHRIST.
Marc Hergarden, Managing Director of the Cologne office, adds: “We went into the pitch with a bold approach, and it is the greatest compliment and a fantastic confirmation that we are now collectively taking this path. The collaboration is very partnership-oriented and collaborative – always with the goal of achieving the best and taking everyone along on this journey.”
The changed communicative appearance of CHRIST is just the beginning of the new path the brand is currently taking because “the company is also undergoing a transformation,” says Stephan Hungeling, CEO of the CHRIST GROUP. “It’s great to work with an agency that understands this path and accompanies us in our transformation. We bring the courage and brand strength to break conventions, and we are delighted to count on the Hirschen as experienced partners in this.
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