Canadian Rhapsody: Trio of Canadian women headlines new Birks ad campaign with message of empowerment

MONTREAL, April 4, 2018

MONTREAL, April 4, 2018 /CNW Telbec/ - Birks, Canada's leading jeweller since 1879, launches its new advertising campaign spotlighting three Canadian women who have made their mark at the international level in their respective fields. The all-female team creates the perfect "Canadian Rhapsody", also the campaign's tag line, speaking to the modern mindset of self-purchasing women. The campaign features Birks jewellery including the brand new Birks Pétale collection launching this spring. It will appear in Canadian media outlets as of today and will be seen in media across the United Kingdom and the United States in coming weeks.

Birks' new "Canadian Rhapsody" campaign was produced by UK-based agency TANK. It seeks to highlight the power of independent women who have found international success while underlining the symbolic power that the right jewellery can bring to its wearer. Birks selected Canadian actress Amanda Brugel and Montreal-born Fashion Editor Caroline Issa as stars of the campaign, with Canadian photographer Caitlin Cronenberg behind the lens. Amanda Brugel has been featured in several television shows and movies (including the TV adaptation of Margaret Atwood's Handmaid's Tale) that have given her international recognition. Caroline Issa has been living for several years in London where she has found success as the Fashion Director of TANK Magazine; she is also a street style favourite on the global fashion week circuit. Acclaimed photographer Caitlin Cronenberg, who has photographed top talent in Canada and in Hollywood, brought high energy and a fresh direction to the shoot. The three women share their stories in original video and behind-the-scenes footage that will bring the campaign to life across digital platforms using the hashtag #TheGreatCanadianExport.

"Amanda, Caroline and Caitlin represent the values, beauty and strength of Canadian women very well, each being accomplished in their own field, said Jean-Christophe Bédos, President and CEO at Birks Group Inc. They illustrate perfectly the spirit of feminine independence that inspires us at Birks," he concludes.

"At Birks, we are committed to our renewed brand positioning and the evolution of the jewellery customer profile, which is a modern approach that applies to women of every age and is not demographic-specific, said Eva Hartling, Vice President, Birks Brand & Chief Marketing Officer at Birks Group Inc. "This campaign represents this shift in mindset and we are excited for this fresh new start for our company and for the world," she concludes.

The spring campaign includes several new pieces that are consistent with Birks' product positioning -- creative, high quality designs at a competitive price point. The new Birks Pétale line (available in 18kt gold, silver and diamonds) is featured in the new campaign as well as best-sellers from various collections such as Birks Iconic, Plaisirs de Birks, Birks Rock & Pearl Gold, Birks Muse 'Dare To Dream' and Birks Snowflake.

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