Who is she?

​Look at STYLE and you'll see.

 

​​In 2020, PNJ wanted to launch STYLE by PNJ as a jewelry brand for the young. At that time, Chau Bui, with her unmistakable style, was the Internet sensation in Vietnam, hence, the chosen brand ambassador, the face of the brand. 

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Inspired by Coco Chanel's maxim "Fashion fades, style remains", the brand in its very first days believed nothing speaks volumes about yourself better than your style. So, the brand's first moment seeing the light of day should also be as simple as that.

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We launched the brand by launching not (really) the face of the face of the brand, but her STYLE. 

​The puzzle took the front of the flagship and headlines,

impossible to miss. ​Later, the face and the brand got unfolded, grid by grid, on Instagram and other channels.

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Role: brand launch idea, copywriting.

Time: 11.2020​