Following on from its Legacies and Rock, Paper, Scissors campaigns in 2020 and 2021, Boucheron is proud to launch its new regional campaign in the Middle East “Share More “– this year rooted in the pleasures of sharing.
Through watching each story in the three-part series, viewers are invited to share the emotions and experiences of a group of women enjoying the joys of sisterhood. The six personalities embody the values of the spirit of family and of empathy, both of which the Maison holds dear.
In the first part of the campaign, the six women gather to share a moment of friendship, each wearing Quatre Classique Edition pieces from one of Boucheron’s most iconic lines.
The second story is all about playfulness. Sitting by the pool, the young women play with different ways to wear Quatre Blue and White Edition jewellery, the colours an echo of the reflections on the water.
The final part of the campaign depicts a time of change, a crossroads of introspection in the heart of the desert. In this story, the new Serpent Bohème Solarité collection is unveiled.
Share More will be live across the Middle East from 15 March-30 April. The campaign will also be mirrored in boutiques, with windows dressed in campaign colours and displaying the iconic Maison collections. The campaign will be supported by a pop up at 360 Mall in Kuwait, where visitors will be welcomed to an exclusive café and gaming space and become fully immersed in the Share More concept.
In the spirit of sharing, Boucheron has partnered with Al Ghadeer UAE Crafts, an organisation linked to Emirates Red Crescent that empowers underprivileged women through sustainable crafts, to design exclusive sets of ceramic plates. Clients and guests of the Maison will be offered a set of these traditional hand-painted plates, perfect to keep their jewellery in. The idea is that one is to be kept, the other to be shared. Boucheron will also be making a donation to the Emirates Red Crescent to provide meals for those in need.