Boucheron’s regional campaign is all about the pleasures of sharing. In the campaign titled “Share Me,” six women’s emotions and experiences shine through as they are revelling in the joys of sisterhood. In the three-part series, the women’s personalities exemplify the values of the spirit of family and of compassion, which the high-end French jewellery maison hold dear. Going live across the Middle East until April 30, the campaign follows “Legacies” and “Rock, Paper, Scissors” that came out in 2021and 2020 respectively.
In the first part of the campaign created by the house that’s known for its ever-evolving bold, free style, the women gather to share a moment of friendship. And each one is wearing pieces from the iconic “Quatre Classique Edition” collection.
Meanwhile, the second story focuses on playfulness. Sitting by the pool, the young women toy with different ways to wear “Quatre Blue and White Edition”jewellery, which features hues that echo the reflections on the water.
Boucheron, which is part of the global luxury group Kering,ends the campaign by depicting a time of change, a crossroads of introspection in the heart of the desert. And it’s the perfect setting to unveil the new “Serpent Bohème Solarité” collection.
Fans of the maison that was established by Frédéric Boucheron in 1858 can see the campaign mirrored in boutiques that have their windows dressesd in reflective colours and display the head-turning collections. The campaign is also being supported by a pop up at 360 Mall in Kuwait, where visitors can spend time at an exclusive café and gaming space and become fully immersed in the “Share More” concept.
Since the campaign concentrates on sharing, Boucheron has partnered with AI Ghadeer UAE Crafts to design exclusive sets of ceramic plates. The organisation is linked to Emirates Red Crescent and empowers underpriviledged women through sustainable crafts. The maison’s clients and guests will be offered a set of the traditional hand-painted plates, which are perfect for safeguarding jewellery. And keeping in line with the campaign theme, patrons are encouraged to gift one of the plates from the set. Boucheron will also be making a donation to the Emirates Red Crescent to provide meals for those in need.