Latest news with #OwnIt
Forbes
05-05-2025
- Entertainment
- Forbes
Hublot Taps Lagerfeld's Cat Choupette For ‘Own It' Big Bang Campaign
Photographer Carlijn Jacobs shot the new Hublot "Own It" campaign with the feline, Choupette, in it ... More to celebrate 20 years of the Big Bang. What happens when you mix high watchmaking with fashion's most pampered pet? Hublot's newest campaign – that marks the 20th anniversary of its famed Big Bang -- has the answer, and it's definitely unexpected. Using a tag line of 'Own it,' Hublot brings in a famous feline to showcase its Big Bang Red Magic watch: the late Karl Lagerfeld's Choupette. The new 20th anniversary Big Bang campaign, Own It, features Choupette playing with time. With icy blue eyes and fluffy white fur, the feline eschews luxury pillows in favor of luxury watches. The ads, shot by fashion photographer Carlijn Jacobs, are eye-catching and fun. They play on the concepts of memes, daring spirits and desires to be different. There are several images of Choupette and the Hublot Big Bang Red Magic watch, and some videos. Launched on May 1, the 'Own It' campaign ads include images of Choupette with the bright red watch. In one, she is lounging with the watch next to her, in another she is being held by a man wearing the watch and in the third she is the man wearing the watch – well at least her body is sitting where his head would be and the arm is posing the wrist with the watch on it as if they were telling time. Behind-the-scenes videos made while shooting the campaign are also being launched on social media platforms. In one behind-the-scenes clip, Choupette bats away a watch box as if in play with it. In another, she lounges mid-shoot, completely indifferent to the frantic production crew. This Hublot Own It campaign ad features the Big Bang Tourbillon Automatic Yellow Neon Saxem worn by ... More a woman in a faux green fur coat. Additional 'Own It' ads that don't feature Choupette are also on the horizon. One depicts the Big Bang Tourbillon Automatic Yellow Neon Saxem being worn by a woman in a faux green fur coat, and the other depicts a highly muscled athlete working out in a gym and wearing the Big Bang 20th Anniversary Titanium Ceramic watch. The entire concept is to tout the innovative design and technology inherent in Hublot watches. The Big Bang, in particular, was considered ahead of its time when it launched 20 years ago thanks to its size and layered case construction. Over the years, the Big Bang has been the launch pad for high-tech proprietary materials and in-house movements such as the Unico and Meca 10. It continues to be a pillar line for the brand. Another Hublot "Own It" ad features an athlete working out while wearing the Big Bang 20th ... More Anniversary Titanium Ceramic watch. According to Julien Tornare, CEO of Hublot, 'The Big Bang represents a revolution in watchmaking, a perfect union of tradition and modernity. While remaining rooted in the values of luxury watchmaking, such as artisanal quality and attention to detail, Hublot has managed to position the Big Bang as a disruptor within an industry that has traditionally seen little design innovation. This is what sets us apart. With our new campaign, we want to celebrate the courage to break the mold and experiment without fear of going beyond.'
Business Wire
21-04-2025
- Business
- Business Wire
Zales Enters a New Era with 'Own It' Campaign Launch, Marking a Turning Point in Brand Vision, Deliberate Product Curation, and Customer Journey
DALLAS--(BUSINESS WIRE)--Zales, the iconic brand name in fine jewelry retailing, is stepping into a new era with the launch of its latest campaign, 'Own It.' Directed by visionary filmmaker Marie Schüller and captured through the lens of renowned photographer Hannah Sider, this campaign marks a pivotal shift for Zales as it asserts a fresh identity for a new generation of confident, fashion-forward consumers who are redefining what it means to wear jewelry – no occasion needed. 'Jewelry is not just about marking milestones; it's about elevating everyday moments." Share Under the new brand platform, Zales is putting a stake in the ground, claiming its space as the go-to destination for confident, on-trend women who aren't afraid to play with what's precious. Zales' new campaign flips the script on traditional fine-jewelry marketing. Instead of saving diamonds for anniversaries or special events, 'Own It' champions the belief that jewelry is meant to be worn every day, in every way, recognizing that today's woman doesn't wait for a special occasion to shine. 'Jewelry is not just about marking milestones; it's about elevating everyday moments. With this new campaign we're inviting our customers to embrace their individuality, wear what they love, and, most importantly, Own It,' says Kecia Caffie, Zales' President. Zales' transformation goes beyond its bold new messaging. The brand is expanding its product assortment with unique, trend-driven collections like Stellar Allure's modern lab-grown diamond fashion designs, and Whimly by Zales, offering accessible price points along with stackable, layer-friendly designs. Customization and personalization take center stage, allowing customers to craft pieces that are truly their own. Zales' Creative Director Lionel Cipriano explains, 'Jewelry is for every occasion — morning coffee, dog walks, even the gym. We're here to make fine jewelry effortless, wearable, and unapologetically you. No rules — just stunning pieces that fit your life. Diamonds with denim? Absolutely. Gold hoops for the morning commute? Why not! When you wear what makes you feel good, you shine. So, own it.' In addition to its product evolution, Zales is testing out a "store of the future" concept that reimagines the in-store experience and blends digital integration with vibrant, curated displays for a more self-serve, personalized shopping experience. On the media front, the brand is embracing digital-first strategies, exploring new channels like mobile gaming, CTV, and interactive social formats while doubling down on influencer partnerships to better connect with younger audiences and highlight the importance of peer-to-peer recommendations. As 'Own It' rolls out across digital, social, and in-store experiences, Zales invites everyone to embrace the freedom of personal style through bold self-expressions. For more information, visit or follow @Zalesjewelers on social media. About Zales:
