Jeweler’s Mutual Brand Campaign

For over a century, one company has been insuring the majority of jewelry businesses – and the jewelry of their clients. Jewelers Mutual is a unique organization: one that has the authority and credibility of a true legacy brand, but the ambition and growth trajectory of a start-up. To thrive in the future, with a rapidly changing competitive landscape, and new business lines, Jewelers Mutual needed to redefine how it presented itself across the many lines of its business.

We were thrilled when our friends and collaborators at Work x Work tapped us to lead the campaign strategy for Jewelers Mutual, offering us the chance not only to refine and redefine the way the organization thinks about the value it brings to its customers, but also to take that thinking to market with a campaign.

Drawing from the brand’s rich history and market and consumer insights, we crafted a strategy that was at once distinctive and inherently familiar:

In a category that exists to put a dollar value on physical items, only Jewelers Mutual knows the true value of the items that mean the most – setting itself apart by knowing the value of invaluable. 

The campaign language built on this sentiment, underscoring that each precious item that’s insured is More Than Metal & Stone. We cast real people to share their stories of love, legacy, and the meaning behind their most treasured pieces of jewelry – regardless of the price.

An elevated, cinematic look and feel brought to life the emotional truth of each story – a thumb-stopping digital campaign that broke through the noise and hackneyed category tropes to capture both attention and imagination.