The Maison’s timepieces and jewellery creations take on a dazzling glow in a brilliant new global advertising campaign
Inspired by the radiant beauty of the Maison’s creations, Piaget unveils “Ultimate Radiance”, a new global advertising campaign and seductive invitation to enter the Piaget universe. Created by Geometry Global Paris in collaboration with Ogilvy, and in association with photographer Inès Dieleman, the campaign conveys all the richness and diversity of Piaget’s legendary audacity.
The “Ultimate Radiance” campaign is expressed through a set of visual effects that represents a return to a fundamental source for the brand. Focusing on Piaget’s iconic designs, the campaign positions them at the centre of rich aesthetic installations that convey the exquisite radiance of each piece. Created as mandalas of texture, light and matter, these backgrounds evoke the sensuality, infinite elegance or wild extravagance of Piaget masterpieces, while simultaneously communicating the positive energy they exude. The campaign draws on the brand’s great heritage – and is an ode to audacity, self-surpassing, shared joy, aesthetic allure and freedom.
“Ultimate Radiance” presents Piaget jewellery and watches as exceptional masterpieces glorified by backgrounds that exalt their beauty and singularity. Within this framework, lines of light create a radiant crisscross pattern highlighting the archetypal thinness and elegance that is the hallmark of Piaget watches. In the same fashion, concentric powdered gold circles exalt the solar aspect of these exceptional items of jewellery.
A dazzling reflection of the creations that bear the name of Piaget, Ultimate Radiance is also about the men and women who wear them. More than an advertising statement, it is the basis of a brand position that is strongly supported both on- and off-line, through traditional media advertising and social media initiatives.
“Ultimate Radiance expresses a fundamental truth about the brand to which no other luxury house can lay claim, exuding the radiance that is intrinsic to Piaget creations, and intensely felt by the people who wear them” explains Philippe Leopold-Metzger, CEO Piaget. “This new campaign powerfully expresses our fundamental values and the effect produced by every Piaget creation.”
Shot by renowned photographer Inès Dieleman, each visual has been meticulously crafted in the studio. Relying on real effects of light and movement, of matter and radiance, rather than digital artifice, Dieleman uses multiple techniques to create and capture her vision of each Piaget creation.