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kay (covid) - 2020
the why
With the start of the COVID frenzy, conversations online of neighbors helping each other and grand romantic gestures (at a distance) were rising.
But why did this happen?
the idea
Because love is unstoppable- and even when we are apart,
we are together.
THE EXPERIENCE
For the first time ever, KAY Jewelers dropped "every kiss begins with K", no longer relevant in 2020.
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KAY was one of the first brands to activate a campaign relevant to COVID. The simple and emotional video was shared on social and quickly made it to Ad Age.
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This was just the beginning of a much larger campaign and a a new modernized creative direction for KAY.
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