Van Cleef & Arpels, the French jewellery line, is running “Even Nature would be charmed”, a print, outdoor and online advertising campaign highlighting the links between nature and jewellery. Founded in 1906 in the Place Vendôme, Paris, Van Cleef & Arpels was born from a love story between Alfred Van Cleef, the son of a diamond dealer and Esther, or Estelle, Arpels, the daughter of a jeweller. The company aspires to foster a highly distinctive imagination, borrowed from nature, rich in poetry, delicacy, femininity and enchantment. The campaign brings together a collection of gentle, kindly creatures that demonstrate the amazing perfection of Van Cleef & Arpels pieces: so true to life, so astonishing, that Nature herself would be charmed.
The Van Vleef & Arpels campaign was developed at BETC Luxe by executive creative director Rémi Babinet, creative director Safia Bouyahia, art director Peggy Baunay, copywriter Caroline Cornu, managing director Claus Lindorff, client director Melanie Habib, account executive Pauline Célérier, and account planner André Mazal working with Van Cleef & Arpels marketing team Jean Bienaymé, Claire Masquelier and Vanessa Angleys.
Photographer Coppi Barbieri worked with art buyer Béatrice Kagan and producer Chantal Bertina.