FRED
NEW BRAND IMAGE
COMPETITION
Client: Fred
Deliverables : New creative & strategics axis
Year: 2023
Agency : DDB
The french jewelry brand put several agencies into competition to rejuvenate the image and a new strategy.
Tiffany has the state of mind.
Dolce Gabbana has the dolce vita.
FRED has the Joie de Vivre.
The French Riviera is more than a setting,
it s an anchorage.
The Fred Riviera is not just sunny,
it is witty and spirited.
MANIFESTO
The sun is a delightful jewel,
bringing colour and joy
to every moment.
Wandering alleyways that glow bright pastel,
tasting pissaladière in the Place des Lices market,
frolicking in a shimmering Mediterranean sea –
its power dazzles us like no other.
As children of the sun, we radiate its energy every day,
sharing light and smiles with everyone we meet.
Joy is a magical thing,
and we are its bearers.
Tiffany has the state of mind.
Dolce Gabbana has the dolce vita.
FRED has the Joie de Vivre.
To FRED, the French Riviera is more than a setting, it s an anchorage.
The Fred Riviera is not just sunny,
it is witty and spirited.
FOLLOW THE FREDDIES
In addition to becoming a reference for French jewelry, the Instagram account becomes a reference for addresses and hidden locations for the best Freddies in the south of France.
