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FRED

NEW BRAND IMAGE
 COMPETITION

The french jewelry brand put several agencies into competition to rejuvenate the image and a new strategy.

Client: Fred 
Deliverables : New creative & strategics axis

Year: 2023

Agency : DDB

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.

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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.

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