Pandora has unveiled its latest brand campaign, BE LOVE. The global campaign, launched today, showcases a diverse cast of beloved talents, artists, and rising stars, emphasising that love is not just a passive emotion but an active force that can be lived, embodied, and embraced.
BE LOVE positions love as a verb, an action that inspires people to move throughout the world with compassion and kindness. The campaign features a multi-season journey, inviting individuals to experience the transformative power of love in various aspects of their lives.
The BE LOVE campaign is a stunning array of Pandora jewellery collections, boasting unique designs crafted with high-quality materials such as sterling silver, 14K gold (solid and plated), Murano glass, and lab-grown diamonds. Pandora is positioning itself as a comprehensive jewellery brand, offering pieces that add a touch of sparkle to life, regardless of the occasion or holiday.
The BE LOVE campaign proudly introduces three new global brand ambassadors: sisters and artists Chloe and Halle Bailey, and actress, author, and activist Selma Blair. They lead an all-star cast that includes artist and model Sasha Pivovarova, model couple Aviana McClish and Colin Alexander, rising face Jocelyn Corona, and a group of friends and models including Saiyan Marley, Yumi Nu, Salem Mitchell, and Thara. Additionally, model couple Meghan Collison and Jack Spencer join the ensemble.
Each ambassador shares a personal interpretation of what BE LOVE means to them. Chloe Bailey defines it as being your complete, whole self and loving that. Halle Bailey sees it as unconditional, infinite love that is never-ending and always there. Selma Blair perceives it as being present and striving to make each moment better.
Pandora’s chief marketing officer, MC Gasco-Buisson, emphasises that love, for Pandora, is more than a day on the calendar—it’s a personal and encompassing experience that starts with each individual. BE LOVE encapsulates this essence, giving voice to people’s love and celebrating the uniqueness of each person.
The BE LOVE campaign is brought to life through a captivating video that explores the concept of “Lived Love.” Directed by Academy Award nominee Sophia Nahli Allison and executive producer Melina Matsoukas, the video features the entire campaign cast set to a re-recorded version of the Bee Gees classic, To Love Somebody, sung by Chloe and Halle Bailey exclusively for the campaign.
Conceived by Baron & Baron, the BE LOVE campaign brings together an industry-leading creative team. Directed by Sophia Nahli Allison and Melina Matsoukas, with photography by Craig McDean and Raymond Meier, the campaign captures the essence of BE LOVE. Stylist Rae Boxer, in collaboration with artist Grete Henriette, created custom pieces worn by Chloe and Halle Bailey in the campaign video. Visionary sister duo Tanya and Zhenya Posternak captured additional imagery, showcasing Pandora’s lab-grown diamonds, adding radiance to the campaign’s rich layers of jewellery and style.