A reputable and well established jewelry and fine watch emporium wanted to reach a new audience they were certain would love their business model.  Simple really, bring your gold Rolex and trade it for a sporty Tag Heuer or a sophisticated Baume & Mercier. Likewise, trade your string of pearls or emerald encrusted brooch for a Tiffany diamond pendant.

This high-minded and replete with visual and verbal double ententre campaign was built as both print ads and highly visible out-of-home installations.