Unwrap the Sparkle

Agencies: Bulletproof Bountiful Cow


Leading UK high street jeweller, H. Samuel, is celebrating the start of the festive season with a new multi-channel Christmas campaign. The creative concept was devised by Bulletproof, with media planning and buying by Bountiful Cow. ‘Unwrap the Sparkle’ breaks today on Channel 4 alongside Hollyoaks and Made in the 80s and also includes an array of regular family favourites across E4, Dave, ITV2, ITVBe and Sky channels, in addition to a range of films in the run up to Christmas with supporting press and social media activity.

The 30” TV spot begins with a glimpse of the presents under the Christmas tree. The shot pans out to reveal a large extended family sitting around the Christmas tree as they begin to pass around the presents. Each gift is unwrapped to reveal a piece of sparkling H. Samuel jewellery, from a gold chain, a watch, and even a ring, as a surprise proposal takes place beside the tree. The creative demonstrates the range of gifting options available at H. Samuel and the broad appeal the jeweller has across generations of family.

Bountiful Cow devised a multimedia strategy that aligns with the moments that mean the most to people at Christmas. TV media also aligns with programmes that over-index for co-viewing, to provide inspiration and discussions that influence the decision process. This draws on the insight that the people you watch Christmas programmes with are also likely to be the people you will be spending Christmas day with.

This professional campaign titled 'Unwrap the Sparkle' was published in United Kingdom in November, 2022. It was created for the brand: H.Samuel, by ad agencies: Bountiful Cow and Bulletproof. This Film medium campaign is related to the Jewelry industry and contains 1 media asset. It was submitted 11 months ago.


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