The Story Behind The Blend
Brief & Objectives
Welsh jewellery brand, Clogau approached us in February, 2019 in search of video content that would proudly tell the story of their 1854 collection blend in an engaging, visually-stimulating manner.
For thirty years, the Welsh giant’s growing range of established products have captured the hearts and imaginations of jewellery lovers from far and wide – something the family-run business were looking to build on and emphasise within their communications, alongside the narrative of how the jewellers first came to fruition.
With every piece containing rare Welsh gold, the brand has become celebrated as an heirloom, containing both a personal and cultural meaning to buyers.
Sharing the story
Showcasing their proud legacy, the Clogau story begins when William Roberts discovers a disused mine, abandoned in the mountains of Bontddu, North Wales. After having his plan to turn the area into a tourist attraction denied, the Welsh farmer gambled on the chance there could be undiscovered gold, still buried within the mine.
And needless to say – his gamble paid off.
We just needed to share the story.
After hearing it for ourselves, we began the planning and production stages of ‘behind the blend’. Using a range of differing techniques, our production team emphasised the story behind the brand. Beginning with enticing interview footage of Father and son owners, Bill and Ben – we set out to broadcast the authentic heritage and immerse others within the story, sharing how their family business became what it is today.
After filming the family in the comfort of their own home, we visited the mine where it all started, filming as we went. Taking this footage and coupling it with retouched clippings from 1911, as well as generated CGI elements – we truly brought the story to life.
Our production team then set out to showcase the sequence across several touchpoints; editing, optimising and segmenting the narrative to be used across a variety of channels, further extending the longevity of the content captured.
Edits of the film now take pride and joy across Clogau’s website and social media platforms, helping elevate the promise of Welsh Gold, and share the story with potential buyers. Through intelligent media buying services S3 further showcased the cinematic film, screening the content to several full Principality stadium audiences, over the course of the Six Nations.
By fully engrossing proud Welsh audiences within the branded content, we helped boost brand recollection with a loyal audience and shared the story behind the client in one of the most captivating manners possible. We loved every second of it.
“We’ve been working with S3 for over a year now and the relationship has gone from strength to strength. I was impressed with how quickly they initially got to grips with our tone of voice and visual outlook. Since seeing their first class attention to detail for ourselves, we have put all confidence in the agency to deliver our bridal collection re-brand, hero collection features, internal content and biggest campaign of the year, the Clogau Christmas 2019 TV advert.” – Sonia Menezes, head of brand development