BIRKS ON-AIR FOR FIRST TIME IN NEW CAMPAIGN
By Adnews Staff
Montreal-based jeweller Henry Birks & Sons is in the middle of its first ever television advertising effort. The six-week campaign, which broke in mid-November on a number of specialty channels, targets a younger audience. The 30-second spot was created by Toronto's Mamone & Partners. The spot is built around the Birks blue box and the tagline "Think inside the box." The set is blue and white, suggesting the spot takes place inside a Birks box. A man wearing a Birks watch flips head over heels. A women with a pearl bracelet tosses a bouquet. Another woman surprises a man with a gift. The television commercial is being supported with billboard advertising also making use of the "Think inside the box" theme. Public relations for Henry Birks & Sons are handled by Industry Public Relations of Toronto.