Helzberg Diamonds is one of the premier jewelry companies in the country. Based in Kansas City, MO., Helzberg is continually working to be at the jewelry industry’s top. The eCommerce department was looking for a new way to promote Helzberg’s products during the holiday. Working with them, I pitched this campaign entitled “The Most Wonderful Time of The Year.” Inspired by old Christmas albums, the campaign is bright, fun, and incorporates colors typically associated with the winter holidays. Kay Jewelers and Zales, Helberg’s competition, typically push the timeless aspect of a gift given. However, another type of energy is associated with purchasing gifts during the holidays. This campaign drives the thrill of buying holiday gifts from Helzberg.
“It’s the holiday season. With the whoop-de-do and hickory dock. And don’t forget to hang up your sock.”
– Andy Williams
One of my favorite Christmas albums is The Andy Williams Christmas (1963). I love the brightness of the album cover and the excitement it presents to the viewer. Plus, the songs are amazing. The winter holidays can evoke a certain mystical feeling in people. From the evergreens to the peppermints, the holidays have all the elements to make people not only feel sentimental but also get them excited about the upcoming festivities. So, I took those concepts and created emails and banners that inspired consumers to get excited about the Helzberg holiday products (i.e., box set pendants).
