Van Cleef & Arpels Are Searching For a Puppy!

By Esther Ligthart on Tuesday, 17 May 2016, in Brands

Van Cleef & Arpels are amongst the most famous of jewelry brands in the world. They have their own museum and a team that searches world wide for their own vintage pieces in collections everywhere.

Although famous, they still make an effort to be known also to a younger public. And they have put up a very original: lost puppy campaign.

Van Cleef Arpels brooches MenagerieFindingPreciousPuppy

 

The campaign is so original that I wanted to share it with you. There are many ways to kind of advertise your brand. But the really high end luxury brands have found very innovative ways to engage with their public.
One might argue: they have the money to do so ;-) but still, innovation in communications are so damned interesting to observe!

missingpreciouspuppy

So Van Cleef & Arpels created a whimsical range of jewelry called the Bestière or Le Menagerie.
Each of the animals was created to show a sort of fun personality. Much more like a cartoon than anything else perhaps.
All the original pieces, such as the playful pony, the impertinent kittens and the curious mouse have all found their way back to the museum that Van Cleef & Arpels have created. But the puppy has not yet found its way back to the Maison itself

Van Cleef and Arpels.Animal Jewelry Findingpreciouspuppy

VanCleefandArpelsFindingpreciouspuppy

In all fairness, the puppy could *easily* be re-created using the original moulds that Van Cleef & Arpels still possess. But the idea is to search for the original piece created in 1954.
The puppy is made in 18kt gold, with a knitted, twisted finish. The eyes are two emeralds and the nose is made of onyx.
I am not sure what the Reward for finding it will be. If we have news about it that, we will, for sure let you know!

VanCleefandArpelsPuppy

VanCleefandArpelsjewellerypuppybrooch

VanCleefandArpelsjewelrycampaignpuppy

If you want to engage in the conversation with this project: this is the hashtag to use: #FindingPreciousPuppy

 

 


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