Pre-owned product and jewelery store: Produce a campaign that gets consumers to trade in their old gold jewelery for cash.

Solution: I worked with my copywriter at the time, Stephen Burke, and we came up with a campaign where we reworded sentimental copy that you would usually see on customised jewelery eg, Embossing on rings, word-necklaces, charm bracelets, engravings on watches etc. We showed you what you could buy with your old gold like new surround sound speakers, a vacation, simple things like concert tickets or just basic appliances. The absurdity of the jewelery branded with these phrases made it stand out. 

Finished off with a strong call to action to get consumers to trade in their old jewelery for cash.