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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.
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.
This was just the beginning of a much larger campaign and a a new modernized creative direction for KAY.
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