Boucheron

Boucheron, the oldest jewellery house on the Place Vendôme, has retained Al Dente as its new agency of record to define its new positioning and implement its 360° communications strategy. The latest Boucheron global campaign explores new codes, centered on the freedom to wear jewellery any time. It is the first-ever campaign by the high jewellery house to feature a model, as it celebrates independent women whose natural style and beauty are reflected in the very personal relationship they have with their jewels. The emerald cut so emblematic of the Place Vendôme becomes the signature and all new codes are encapsulated in a sophisticated digital ecosystem that comprises 120 content items. The campaign creates a highly refined, differentiated and distinctive branding for Boucheron, giving full coherence to its ad campaign, its social media, POS and events in all its markets.