PANDORA announces the new brand platform BE LOVE, launched today with a major global campaign featuring an
iconic roster of beloved talents, artists and rising stars.
Strongly centered in the belief that Love is a verb and an action, the multi-season campaign presents Love as more
than just a feeling – it is something one does, lives, embodies and embraces. Showcased throughout the campaign,
BE LOVE is an invitation to move throughout the world with love.
With a range of Pandora jewellery collections that feature unique designs crafted with high-quality materials such as
sterling silver, 14K gold (solid and plated), murano glass and lab-grown diamonds, the BE LOVE campaign emphasizes
Pandora as a complete jewellery brand for anyone looking to add sparkle to their life regardless of an occasion or
holiday.
An all-star cast featuring three new global ambassadors
BE LOVE introduces Pandora’s three new global brand ambassadors: sisters and artists Chloe and Halle Bailey, and
actress, author and advocate Selma Blair.
Joining them in the campaign are multinational talents including artist and model Sasha Pivovarova; model couple
Aviana McClish and Colin Alexander; rising face Jocelyn Corona; friends and models Saiyan Marley, Yumi Nu, Salem
Mitchell and Thara; as well as couple, model Meghan Collison and Jack Spencer.
Pandora believes Love comes in many forms. For Chloe, BE LOVE means, “Being your complete, whole self and loving
that.”
For Halle BE LOVE is: “Unconditional, infinite love. Something that is never ending, that you know is always there.
Never questioned — no matter if you fall off a cliff, she’s there to catch you.”
Selma feels that, for her, it means: “Being present. Being every day, like, ‘How can I make this moment better?’”
“For Pandora, love is more than a day on the calendar – it’s more personal and encompassing than that. It starts
with each of us, and it is embodied in how we live our lives. That is the essence of our new BE LOVE brand campaign.
It brings to life our brand purpose of giving a voice to people’s loves. This is beautifully embodied by our new
brand ambassadors, Halle Bailey, Chloe Bailey, and Selma Blair. And our jewellery is not only expertly crafted for
every occasion and for every day, it is also a vehicle for sharing and commemorating the people, moments, places,
interests and dreams that we love.” Pandora’s CMO, Mary Carmen Gasco-Buisson.
A campaign video with a special song
BE LOVE’s accompanying video drives the concept of “Lived Love” with footage featuring the entire campaign talent
cast. The video was directed by Academy Award nominee Sophia Nahli Allison alongside executive producer and
two-time Grammy Award winner Melina Matsoukas.
It is set to a re-recorded version of the classic Bee Gees track, “To Love Somebody,” this time sung by Chloe and
Halle Bailey especially for the BE LOVE campaign.
In the video, Pandora global brand ambassador Selma Blair embraces her son, Arthur Saint Bleick, while Chloe and
Halle are singing affectionately together, bejeweled in custom pieces made from Pandora jewellery. Model Sasha
Pivovarova is seen painting a large-scale abstract portrait in uplifting colours, while Thara, Salem Mitchell, Saiyan
Marley and Jocelyn Corona enjoy time together dancing at a nightclub.
Throughout the video, Pandora’s collections are heavily layered together – showcasing the brand as an enabler of
self-expression, creative freedom and joy.
The BE LOVE creative team
Conceived by Baron & Baron, the BE LOVE campaign is the collective work of an industry-leading creative team.
Joining Nahli Allison and Matsoukas are photographers Craig McDean and Raymond Meier. McDean was responsible
for principal model imagery, while Meier captured still life and close-up photography.
Stylist Rae Boxer in partnership with artist Grete Henriette created the custom-made pieces worn by Chloe and
Halle Bailey in the campaign video.
Visionary sister duo Tanya and Zhenya Posternak captured additional product imagery. Many of the designs they
photographed include PANDORA lab-grown diamonds, adding radiance to a campaign already rich in layers of
jewellery and style.
