Date: December 2023
Capability: Market Entry Campaign
Brand Archetype: Rebel

Overview
BLURE, an extraordinary jewellery brand, was born amid uncertainty, crafted to empower strong, independent women with bold statements. Driven by the founder’s vision to infuse audacious strength into femininity, AxelMondrian was entrusted with a unique challenge: to introduce BLURE to the world with a modern story – a saga both seductive and mystical. The brand needed a striking market entry campaign that could echo the essence of feminine strength while embracing an enigmatic allure.

Together with Parie Media we created That Girl – a campaign that’s more than just commercial. It’s an immersive narrative woven through a series of films, billboards, and experiential media, telling the story of a character who defies stereotypes with a sense of mystery and defiance.

Concept

At the heart of BLURE’s debut is the Mystical Urban Woman, a concept positioning BLURE’s jewellery as a symbol of rebellion, empowerment, and unapologetic individuality. Each piece transcends mere adornment, becoming a statement of self-expression, challenging the norm, and inviting wearers to chart their own paths.

The That Girl campaign, anchored in the Rebel archetype, introduces a heroine who redefines strength through rejection of stereotypes. She chooses authenticity over compliance, embodying ideals for those who value independence and freedom. This bold archetype carves a path of personal empowerment, building an emotional connection with those who seek to live by their own rules.

The That Girl campaign, anchored in the Rebel archetype, introduces a heroine who redefines strength through rejection of stereotypes. She chooses authenticity over compliance, embodying ideals for those who value independence and freedom. This bold archetype carves a path of personal empowerment, building an emotional connection with those who seek to live by their own rules.

Archetype

Embracing the Rebel archetype, BLURE resonates with those who defy convention and live authentically. Anchored in this bold archetype, the That Girl campaign introduces a heroine who redefines strength by rejecting stereotypes and societal expectations. She chooses authenticity over compliance, embodying ideals of independence and freedom, inviting others to do the same. Her defiant stance shatters conventions, carving a path of personal empowerment and fostering a deep emotional bond with those who seek to live by their own rules. Through her, BLURE establishes a connection with those who value individuality and the courage to defy norms.

Her statement reads boldly: “Because I’m the girl who knows what she is made of, what she is capable of, and what she wants. That girl who won’t settle for less until she finds just that. I’m that girl!”

Storytelling Model

The narrative follows a reimagined Heroine’s Journey, transforming the traditional “Overcoming the Monster” into a powerful tale of self-realisation and assertion. This model not only aligns with the Rebel archetype but also creates a profound emotional bond with viewers, inviting them to engage with BLURE’s vision and values.

Please explore the full case study with multimedia and credits on our Professional Behance HERE.