Swarovski has launched a new, highly effective corporate campaign, aimed at the modern woman who wants to be feminine, sensual and elegant.
The campaign, developed by Ronnie Cooke Newhouse of the House and Holme agency, was photographed by Nick Knight, an acclaimed British photographer. It features supermodel Candice Swanepoel in the role of an action woman – elegant and confident, she poses accompanied by crystal-covered sports equipment: motorcycle helmet, dumbbells and even ski goggles.
Swanepoel’s radiant beauty, underscored by these gorgeous fairytale accessories, is displayed alongside Knight’s incredible still lifes, freshly cut roses sprinkled with crystalline dewdrops.
Nadja Swarovski, member of the Executive Committee of Swarovski Crystal Business, comments: “We wanted the campaign to capture the essence of the relaxed contemporary woman. Beautiful, healthy and strong: thanks to her independence, she competes on all fronts. All the while retaining her sense of humor. Nick Knight has captured her spirit to perfection. Most importantly, this global advertising campaign celebrates the modern woman and Swarovski crystal, a design ingredient and source of creative expression.”
Ronnie Cooke Newhouse adds, “I saw a common thread between the natural beauty of flowers, which need light to grow and flourish, and the beautifully crafted beauty of crystals, which come to life in the light.”
The global campaign concept – a first for Swarovski – aims to reflect the brand’s qualities and the versatility of SWAROVSKI ELEMENTS as an innovative ingredient for the entire creative sector, covering jewelry, fashion and lighting as well as architecture, design, art, stage and film.
The campaign will appear in magazines around the world in March – launching on February 4, 2013, as part of a global media campaign.
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