Leading Singapore jewellery brand Poh Heng teams with dancers with hearing disabilities in new campaign developed by Havas Group

Leading Singapore gold jewellery brand Poh Heng has launched a new ad campaign to promote their latest jewellery collection titled – Poh Heng Freestyle. The campaign was developed by Havas Group Singapore.

Poh Heng collaborated with Redeafination  – a unique group of local dancers, challenged with hearing abilities, who embodied the spirit of the collection through their fluid, freestyle movements. The campaign provided a bigger platform for the dancers to express themselves and also highlights the versatility of the collection that works for the modern, youthful woman.

VIEW THE CONCEPT

The name of the collection reflects the nature of the product – affordable gold jewellery designed to appeal to the younger generation and their love of mixing & matching items to create their own individual style.

Commenting on the campaign, Valerie Madon, Chairwoman of Havas Group Singapore and Chief Creative Office Southeast Asia said: “We were excited when we saw the designs. It’s a misconception that gold is too traditional or dowdy until a brand like Poh Heng presents this collection that we can wear every day. Poh Heng has always been trusted to provide people with meaningful purchases that holds its value timelessly. Now, we get the privilege to extend their purpose into meaningful campaigns.”

The collection has been launched for consumers to coincide with the festive season and will continue till Chinese New Year.

Credits:

Production House: Shooting Gallery, Gravitate Studio

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