TSL crafts brand as 'Artisan of love' with unprecedented 3.5-minute TVC

Created by DDB Hong Kong, TSL's campaign draws a parallel between commitment in relationships and the brand's dedication to exquisite craftsmanship, which differentiates the brand, Lambert Chan, chief operation officer for TSL, told Campaign Asia-Pacific.

"Other brands mostly take a 'show-off' approach to feature the luxurious grandeur of jewellery pieces to evoke feelings of envy," he said. "We still present an aspirational brand aura, but emphasise emotional bonding so our correlation with the consumer is clearer and closer."

The mainstay of the campaign is an epic three-minute and 30-second TVC broadcast on TVB Jade's primetime 10:15 pm slot. Shorter 90-second and 30-second versions of the TVC will then be aired after the first week on TVB Jade, Pearl, NOW TV and other cable channels. A full five-minute director's cut (above) is available on TSL's website and YouTube channel.

Simone Tam, president and CEO of DDB Group Hong Kong and Guangzhou, pointed out that while many brands are jumping on the bandwagon of running mini-movies online, the ambitious TSL actually released this work on air, representing a breakthrough seven-figure media adspend (in Hong Kong dollars).

Staggered campaign executions until February next year include cinema, digital, outdoor, LED screens, and in-store display elements in Hong Kong and Guangzhou, Chongqing, Shanghai and Harbin.

The campaign’s tagline ‘To love is to persevere’ is brought to life through the love story of a young couple. After the heroine has a life-changing car crash that leaves her with a hearing impairment, she withdraws from life and shuns her pianist boyfriend, believing the connection between them to be lost. The determined boyfriend learns sign language and composes a special piano piece that his lover can experience through vibrations, leading to a happily-ever-after ending.

Chan said, “This long-term attitudinal positioning creatively and beautifully illustrates TSL as ‘the artisan of love’, which is the broader corporate brand message we want to communicate.”

He added that the revitalising of the brand enhances TSL's lead in the wedding sector, which makes up 20 per cent of its business. Platinum bling and diamonds are preferred among Chinese customers, while Hong Kong buyers like 24-carat gold jewellery.

Established in the 1960s in Hong Kong, TSL is principally engaged in jewellery retailing, exporting and manufacturing with more than 220 boutiques in locations including Hong Kong, Macau, Shenzhen, Guangzhou, Shanghai and Beijing.

CREDITS

Project: Artisan Of Love
Agency: DDB Group Hong Kong
Client: Tse Sui Luen Jewellery
Marketing: Anthony Jim
Creative: Jeffry Gamble, Asawin Phanich, Nateepat Jaturonrasmi, Francis Chung, Chika Tsang
Account Servicing: Alexis Chiu, Jan Lee, Peony Mak
TV Production: Annie Tong, Vincent Wong
Production House: Stink Shanghai
Media Agency: OMD