H&T Pawnbrokers: Ready To Be Loved Again, 1

H&T Pawnbrokers, the UK's largest pawnbrokers, has unveiled its new Christmas campaign, 'Ready to be loved again'. The push is the first activity the brand has launched in partnership with M&C Saatchi since it appointed the agency earlier this year. Tapping into the growth of shopping for pre-loved items, with 12 million people in the UK purchasing something secondhand in 2020, H&T's new festive campaign seeks to drive sales of pre-loved diamond jewellery. It also prompts people who may not have thought of buying gifts from a pawnbroker before to consider it as a way to gift something unique to a friend or loved one. M&C Saatchi has worked closely with H&T to develop a series of striking hero executions, each bringing the pre-loved concept to life by fusing vintage black and white photography with a modern, colour image, connected by a piece of diamond jewellery. The ads use a dramatic black background and feature lines such as “Timeless. For less” and “Pre-loved diamonds. Ready to be loved again”. All the executions carry the strapline: “Give a loved one a pre-loved diamond this Christmas”. The campaign will run in over 250 stores throughout the UK as well as on social and digital channels. Media buying for the push is by M&C Saatchi Performance and campaign photography is by Nick Dolding at Horton Stephens Productions.