It’s Actually For Me

Today, Zales introduces “It’s Actually For Me,” a holiday activation that taps into the all-too-familiar feeling of wanting to keep a great gift for yourself. Created in partnership with Anomaly, the campaign gives gifters a playful way to make sure their jewelry stays with them, even after gifting, by creating a cheeky print-at-home contract to slip in each gift.

The deal is simple. If the receiver does anything even slightly off, the jewelry comes right back to the gifter. Triggers for repossession include line items such as, “failure to wear the item on the next several occasions,” or, “describing the jewelry as “quirky, fun, or cute” instead of "absolutely life changing.”

Since it is a contract, of course, there are consequences for breach, which include things like “a pillow with no cool side” and saying ”you too” to every waiter who says “enjoy your meal.” “Wind always blowing your hair into fresh lip gloss” and a blank space for the gifter to write their own triggers for repossession and consequences for breach exist.

This work builds Zales’ existing platform of ‘Own It,’ revolving around the belief that even the most precious things in life leave room for playfulness. This platform encompasses a comprehensive brand transformation, modernizing Zales across all key touch points through a refreshed visual identity and brand tone, refined in-store and web experience, product innovation, new cultural partnerships, and a revamped social media and communications strategy. The idea lives on owned channels - via Zales' organic social and website.