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Helzberg Diamonds

This is the campaign I’m the most proud of. It started off as a new business pitch idea that not only won the business but actually got produced. On top of that, the client liked the idea so much they ran it regionally during the Super Bowl. The strategy was to speak to men about jewelry shopping for women instead of directing the messaging towards women. We hit this home by pointing out how most men “Are not THAT guy” meaning the guys who are over-the-top thoughtful and romantic. We wanted to talk to regular guys and show them how a jewelry purchase can score them some big points without having to do all that other stuff.

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