Pandora ME: For Every Story, For Every Me

In a global campaign from Anomaly, its first since winning the account in December 2020, Danish jewellery brand Pandora has unveiled its revamped ME line targeting Gen Z, a key step in the company’s ambitious growth strategy. Styled as a collective that represents the ‘Pandora Me tribe’ on a global level, the 360 degree campaign features US musician and actor Addison Rae; singer-songwriter Charli XCX; Canadian dancer Donté Colley’, Filipino-British singer-songwriter Beatrice Laus (aka Beabadoobee); and Italian musician Cecilia Cantarano. ‘ME’ celebrates a new generation of jewellery – more playful than Pandora’s original core Moments collection – and allows the wearer to express their identity and personality through a platform of sorts, designed with personalisation in mind. The film’s exclusive soundtrack ‘Sweat’, featuring contributions from Charli XCX, doubles down on this theme of individuality.