NEW YORK, May 26, 2016 /PRNewswire/ -- Swarovski and The Science Project announced today the launch of a new digital social media campaign to introduce the world to Karlie Kloss as the new Global Brand Ambassador. Synonymous with brilliance and glamour, Swarovski has selected Karlie Kloss to embody its signature sparkle throughout the world.
To open up this new chapter, The Science Project, in partnership with Swarovski, unveiled a video on social media channels, including YouTube and Instagram, as a platform to introduce Karlie's magnetic personality. After being approached by Swarovski with the concept, the video was created by The Science Project under the direction of Creative Director Justin Edwards. The video features the supermodel captured in a disarmingly humorous discussion with producers around how to pronounce the name Swarovski, a commonly asked question about that brand. The Science Project handled the video development, editing, music and production of the video.
LINK TO VIDEO: http://tspxyz.com/our-work/swarovski
"It's amazing to have been involved in the creation of this digital campaign for Swarovski," said Justin Edwards, Creative Director for The Science Project. "We aimed to show another side of the Swarovski brand with a fun, yet sophisticated moment that embodies their fresh new direction. The piece is simple and challenges how we not only pronounce Swarovski, but also how we interpret this brand. It's a relatable piece that communicates with a universal ease and leaves a lasting impression."
"We learned through Google search insights that the pronunciation of our brand name is actually in the top 3 global search topics for Swarovski," said Yelena Aschberger, Vice President Digital Communication, PR & Events, Swarovski "We saw this as an opportunity to address the question that many have on their minds, and with a little help from Karlie we developed dedicated content for YouTube to capitalize on the search demand."
A fashion and lifestyle inspiration, a savvy digital personality with the Klossy YouTube channel, the brains behind the Kode With Karlie scholarship and the philanthropist business woman of Karlie's Kookies: Kloss is so much more than a supermodel. Her many talents reflect the Swarovski brand, with its collections designed for women ready to shine and make their everyday extraordinary. Karlie Kloss commented: "It's an honor to join the Swarovski family and to be part of the brand's long history of bringing elegance to women through brilliant, unique designs."
The Swarovski campaign marks The Science Project's move towards an Integrated Brand Agency, as they build on their heritage and expertise in digital brand storytelling across the customer journey – from mobile to in-store – connecting new and diverse touch points with provocative, thoughtful and engaging content.
"We are thrilled to announce the Swarovski Campaign," said Jeremy Bergstein, President and Co-Founder of The Science Project. "This represents a giant leap forward as build on our modern approach to storytelling across immersive retail touchpoints to brand storytelling through integrated content. There's a rich story at the heart of every brand execution, and we look forward to helping brands realize new opportunities to create and extend impactful moments to a much larger audience."
Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, Swarovski designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting. Now celebrating its 121st anniversary and run by the fifth generation of family members, Swarovski Crystal Business has a global reach with approximately 2,680 stores in around 170 countries, more than 26,000 employees, and revenue of about 2.6 billion euros in 2015. Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group. In 2015, the Group generated revenue of about 3.37 billion euros and employed more than 30,000 people. The Swarovski Foundation was set up in 2012 to honor the philanthropic spirit of founder Daniel Swarovski. Its mission is to support creativity and culture, promote wellbeing, and conserve natural resources. www.swarovskigroup.com
About the Science Project:
The Science Project is an independent New York based agency offering strategic design & innovation focused on the next generation of customer and brand advertising. Whether we're innovating in the modern retail landscape, launching brand activations, or connecting touch points with content, we love helping clients unlock the full potential of the customer journey. For additional information please visit www.tspxyz.com.
Boccelli & Co. PR for The Science Project
SOURCE The Science Project