How we incorporated real people's stories into a retail brand's campaign to inspire the community

Marketing & Events

The Mission

In this 2017 Christmas campaign, Brain Juice Collective worked with multi-label jewellery and accessories retailer, MIMENTO to focus on building and redefining beauty in the local community. The campaign was built around stories that inspired the audience to stay true to their beliefs in everyday moments.

The campaign featured strong collaborations with the community and meaningful representations of MIMENTO's brands and products. A key milestone was working with Little Dance Academy. School of Russian Ballet where we celebrated the passion and dreams of the dancers through a beautiful photoshoot styled with Les Néréides' iconic ballet-inspired Pas de Deux pieces and the collection of individual stories for a physical catalogue and social media. The collaboration culminated with a successful retail space at their annual dance showcase Coppélia.

Our Brain Juice Approach

Our Role

For this project, co-marketing support and full editorial service was provided by BJC through identifying subjects, photography, styling and direction, interviews, copywriting as well as design support from our talented team. The campaign's success in communicating MIMENTO's brand values allowed Small Moments, Great Stories to be continued as a more permanent feature in the company's communication strategy.

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