Natalie Imbruglia headlines new brand campaign for Kailis Pearls

The campaign involves TV and print ads in magazine elements and shows the singer presenting the new season collection as well as a new dialogue about pearls.

Kailis General Manager Sonia Mackay-Coghill said, “There is a new story to tell about pearls that challenges their older generation image. Pearls are a living gem, they take on your essence and warmth like no other piece of jewellery.

“Unlike diamonds, which are mined, pearls are natural treasures.  As one of the world’s leading pearl companies, we wanted to do a category repositioning as well as a Kailis story," he added.

Sean Cummins, CEO of CumminsRoss explained, “When you think about it, there are very few Australian luxury brands. So we had to find an appropriate ambassador, and at the same time present a definitive positioning for pearls. Our theme 'A pearl becomes you' is an elegant way of telling the story of a pearl’s dynamic with the wearer, but also the obvious beauty it radiates. We are very proud of this campaign and it reflects our greater desire to take on more luxury brands."

Credits:
Media  Kirsty Muddle
Art direction  Andi Ross
Writer   Sean Cummins