News - Nov 14, 2020

J59 launches Holiday Bijoux Birks campaign that celebrates the connection between people and nature

This November, we launched the new Bijoux Birks’ winter campaign in Canada and the US. The multi-channel campaign, which includes print, digital and video emphasizes the luxury jeweller’s Canadian heritage.

It features a series of black and white photographs with a blue tinge that reinforces the brand’s iconic colour. The jewellery is displayed in full colour, capturing the brilliance of the pieces. Natural elements like evergreen ferns and pinecones – inspired by the theme of the collection – are intertwined in the models’ hair, reinforcing the relationship between the natural world and the people that inhabit it.

“Birks’ jewellery designs have always been inspired by Canada’s natural landscape,” says Katie Reusch, Director of Marketing and Communications at Birks. “This campaign explores that relationship in a new and interesting way.”

“As Birks continues their international expansion, it’s important to draw a connection to their Canadian roots,” says David Foy, CEO of Junction59. “Combining Canadian nature with their iconic brand colour pays homage to their heritage in a modern way”. 

A new series of creative will be launched every few months to support the introduction of the jewellery collections to international markets – starting with the Holiday ads.

“Birks’ new campaign will appear in-store, online and OOH in key urban areas across the world,” said Reusch. “We look forward to promoting Birks’ Canadian spirit beyond our borders.”