TSL campaign encourages people to show appreciation for their loved ones

Tse Sui Luen Jewellery (TSL) has unveiled its latest branding initiative with a large-scale, through-the-line campaign that encourages people to show appreciation for their loved ones and not to take them for granted.

Developed by DDB Group Hong Kong, the campaign leads with a 60-second TVC, with a couple saying “thank you for loving me” in two ‘Him’ and ‘Her’ 30-second episodes. Print ads, giant outdoor placement and online ads will also support in-store activity.

The campaign follows in the footsteps of TSL’s biggest rebranding campaign in a decade “The artisan of love” that launched for Valentines for Day in 2012. The campaign’s focal point was the persistent nature of love.

The TVCs will run on mainstream free-TV and pay-TV channels, HKTV, and in cinemas, with an ambition to expand the drive into the mainland. The spots open with a story of the enduring journey of a couple’s relationship; from the first day they met, to getting to know each other, their ups and downs, right up until their seventh anniversary when they present each other with a timeless piece of TSL jewellery. The TVC closes with the tagline “Thank you for loving me.”

Investing and collaborating with outstanding international industry talent the TVC is directed by Maisy Choi, one of Hong Kong’s famous international commercial directors, shot in Taiwan, photographed by Fumio Doi, with a soundtrack written and composed by Jun Kung.

Valiant Yip, Business Director at DDB Group Hong Kong, said, “We wanted to bring to life TSL’s messaging through a human idea and by using multiple channels in one integrated campaign. Our strong working partnership and understanding of the client’s business has allowed us to develop a campaign that further differentiates TSL from competing brands.”

Watch the TVCs here:
Her Version

Him Version

60s Director’s Cut

Client: Tse Sui Luen Jewellery (TSL)
Agency: DDB Group Hong Kong
Group Creative Director: Francis Chung
Associate Creative Director: Yung Chan
Senior Copywriter: Curry Mak
Copywriter: Cherry Wong
Art Director: Shadow Ng
Head of Broadcast: Annie Tong
Producer: Vincent Wong
Business Director: Valiant Yip
Associate Account Director: Audrey Lui
Account Manager: Fiona Mok
Associate Planning Director: Andreas Krasser

Guest Author DDB Blog