Pandora taps Addison Rae and Charli XCX to promote ‘Me’ personalized jewelry line

Jewelry brand Pandora has launched a new global campaign, Anomaly London’s first since winning its account last December, featuring musician and social media personality Addison Rae and singer-songwriter Charli XCX .

Built around a central 30-second film, the campaign introduces the brand’s ‘Me’ line of necklaces, bracelets and earrings to audiences looking to dress for winter.

The campaign targets Gen Z consumers looking for solace after dark days with shiny trinkets, with a little help from digital natives to deliver its message of personalized accessories to viewers.

The line-up includes Canadian dancer Donté Colley, Filipino-British singer-songwriter Beatrice Laus (aka Beabadoobee) and Italian musician Cecilia Cantaran, who infuse a sense of playfulness and individuality into the Danish brand.

LA Ronayne, Group Creative Director at Anomaly, said, “The Pandora ‘Me’ collection offers endless possibilities. And the collective of talent we’ve been fortunate enough to bring together represents what that means for self-expression – all set to absolute bop by the one and only Charli XCX.

Alongside the main film, a series of feature films shot by acclaimed musical filmmaker Hannah Lux Davis further fleshes out the collection.

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