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Azza Fahmy Jewellery Mother's Day Case Study

THE BRIEF

At Azza Fahmy Jewellery, every piece of jewellery tells a timeless story, translating historical and modern cultural references into wearable art. As it approached its 50th anniversary, the brand wanted to create a standout campaign for Mother’s Day 2020 – something that depicted the essence of the brand and resonated with Azza Fahmy herself.

There is always an influx of Jewellery Advertising in the lead-up to Mother’s Day so the campaign needed to make a huge impression amongst competitors.

Art Direction / Content Strategy / Creative Direction / Production / Photography / Pre-Production / Post-Production /

OUR APPROACH

Standing against the mass commercialisation of cookie cutter images and sentiments of Mother’s Day, our campaign took a different approach. Instead, our Digital Agency joined forces with real women that own Azza Fahmy pieces and invited them, along with their families, for an exceptional Photoshoot For The Jewellery Brand.

Shot in black and white to focus on authentic emotion and real connections, our collection of portraits and videos of mothers with their children captured the myriad of loving looks, small gestures and unspoken feelings that exist between a mother and her child.

The Social Media Campaign rolled out a month before Mother’s Day, along with the exchangeable messages of “Celebrating Family Bonds”, “Celebrating Azza Fahmy Clients”, and finally when the date had arrived, “Celebrating Mother’s Day”.

The real women to appear in the campaign included Egyptian actress Nahed El Sebai and her mother, Nahed Shawki, Azza Fahmy with her two daughters, Fatma Ghali, the brand’s current managing director and Amina Ghali, who is the current head designer for Azza Fahmy – a powerhouse of extraordinary women and mothers.

THE RESULT

We reached over 1.4 million people on Instagram and the video received +400K views. Each image posted achieved +100K likes.

Instagram marketing campaign for Azza Fahmy Jewellery

What Our Clients Are Saying

Gaelle Dalati

HEAD OF MARKETING AND COMMUNICATIONS / VALENTINO

“We highly recommend ASTUDIO. Their unparalleled creativity, attention to detail, and strategic approach in crafting captivating content have elevated our digital presence. Working with ASTUDIO has been a remarkable experience, resulting in tangible business growth. They are the ideal partner for any luxury brand.”

Ashraf Amaani

VP Brand / Mandarin Oriental

“ASTUDIO has been one of our trusted creative partners since 2019. Their exceptional creativity and unparalleled production capabilities have led to the successful execution of multiple campaigns. We highly recommend ASTUDIO for their expertise in bringing imaginative ideas to life.”

Gaelle Dalati

HEAD OF MARKETING AND COMMUNICATIONS / VALENTINO

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