Anomaly’s first work for Pandora jewellery targets Gen Z with global relaunch

Pandora, the Danish jewellery brand, appointed Anomaly to its global account in December 2020, and its first work focuses on the revamped ME line, targeting Gen Z with a whole tribe of influencers, some of whom you may have heard of, including Charli XCX, Addison Rae, and Donté Colley.

The soundtrack, “Sweat” which was created with the help of Charli XCX, is all about individuality. There are more videos that give tips on how to style and swap out elements of the jewellery in the collection.

It’s like a big budget version of the ads for fast fashion brands shown during Love Island, which is probably about right for the audience.

MAA creative scale: 5

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.