Carmichael Lynch’s work for Helzberg Diamonds won bronze in the product/service creation category of the 4A’s Jay Chiat Awards for Strategic Excellence October 9 in New York City. The annual event celebrates the best strategic thinking and planning in advertising, media, and marketing around the world.
Helzberg Diamonds is a time-honored company with over 100 years in a time-honored category — wedding and engagement jewelry. But the brand was fading from visibility and relevance in a category that was itself under siege. Carmichael Lynch’s challenge was to help Helzberg Diamonds become a contemporary thought leader on love. Enter: The “Will You?” Ring.
Carmichael Lynch created an entirely new product category: a placeholder ring that lets you propose traditionally, with a modern twist, and then choose the real ring together.
The “Will You?” Ring drove cultural attention and shopper traffic to Helzberg Diamonds. The activation earned millions of impressions and coverage from CBS, the Today Show, and many others.
This is Carmichael Lynch’s third Jay Chiat win in four years, most recently earning silver for its work with Phillips 66.
See the full list of this year’s Jay Chiat winners here.
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