Craft as Ritual

Artisan handcrafted jewelry brand John Hardy has turned to full-service creative agency Standard Black to launch “Craft as Ritual,” a brand-focused multimedia marketing campaign that brings the company’s Balinese traditions and values to life to appeal to its audience of luxury consumers—as well as new, younger shoppers interested in handmade items and sustainability.

John Hardy makes premium jewelry with 100% reclaimed silver and gold using traditional Balinese techniques that have been handed down through families for generations. John Hardy is deeply rooted in the essential values of community, artisanship and sustainability and wanted marketing to reflect these unique selling points that give them a competitive advantage over other luxury brands.

The “Craft as Ritual” videos (in :30, :15, and :07 executions) were inspired by a retro look of portrait photography shot through a modern lens. The focus is on the handcrafted appeal of the jewelry, which is still made by local Balinesians. Still photography for print and OOH has a consistent look. All imagery is tied together through the iconic photographic style, the “Craft as Ritual” statement, and a Balinese icon: the marigold.

The campaign debuted with a print spread in the September issue of Vogue and high-impact media across its properties in multiple formats including at Vogue’s Forces of Fashion event, which John Hardy sponsored in a partnership with Condé Nast.

Spots are airing on ESPN, NBC, TNT, FOX, HGTV, CNN, Sling, BBC America, Travel, Discovery, TBS, History Channel, and DirectTV NOW, and they will run through late October. OOH will include wild postings in SoHo, Williamsburg, and at Teterboro and Houston airports.

In addition to the creative, media was planned and bought by Standard Black.