Youth Campaign Middle East

Youth Campaign

Bubble Collection Ad

Background

• The Youth Campaign was initiated by the World Gold Council in partnership with Damas.
• Farfasha brand was developed by WGC and Damas and is a Damas produced product. The collection is known to be unique, attractive and playful as its very colourful and can be worn into different styles. This year's collection is expected to capture the attention of the youth target audience in addition to other consumers who are young at heart.
• Over the past 2 years, WGC and Damas launched the gold jewelry collection by appointing singing sensation, Nancy Ajram as the brand ambassador representing the youth icon.
• This year’s new assortment not only delivers on striking gold jewelry designs but also added is a vibrant treat of colors to flower up the collection.
• The youth consumers relate to the communication look and feel represented by Nancy’s vibrant character, a role model and an inspiration. 
  

Charming Collection ad

The Campaign

World Gold Council in partnership with the region’s leading jewellery house – Damas, has launched this year’s ‘Generation Gold’ Youth Campaign featuring its centerpiece youth jewellery brand - Farfasha. In a brand new TV commercial, Nancy Ajram, the celebrated face of Farfasha for three years now, portrays a charming girl-next-door enjoying a typical day in a quaint neighbourhood on a lazy weekend in a subtle story that demonstrates the many facets of a young woman and how Farfasha jewels compliment each of her transformations. (view TV commercial .mov )

Honey Collection Ad

The new TV commercial was shot in historic Batroun, a coastal city 53km from Beirut in Lebanon. The rustic charm of the location was the ideal backdrop for the Farfasha story which celebrates the beauty, playfulness and youthful glow of signature long chains, anklets, bracelets, cuffs and earrings. The production was led by an international crew that worked for four days, almost non-stop.

The new Farfasha jewels featured in the TV commercial were created by seven noted Italian designers who came up with funky and colorful designs that set the youth trends for the season. What makes the latest collection even more unique is that the pieces can be personalized according to the wearer’s tastes.

Rainbow Collection Ad

Crafted in 18kt gold, the fashionable and highly affordable jewels are exclusively available at Damas outlets in the Pan Arab World and overseas.

The new campaign was operational through a media mix consisting of TV, Print, Radio and Outdoor by July 2008. The Brand Ambassador prepared a new song that was featured in the new campaign and is currently another hit which is further enhancing the popularity of our commercial.

Detailed information on the collection, locations of stores, product catalogue and Nancy Ajram’s latest music clip can be found on www.damasjewel.com