Astrid & Miyu, a UK-based jewelry brand with stores in the US and UK and a cult following, is teasing the launch of its highly anticipated 2023 Advent Calendars through a whimsical, magical digital campaign sure to have everyone dreaming of Christmas in October.
Three massive Astrid & Miyu-branded snowglobes will seemingly appear in New York’s Bryant Park on October 6th, in Edinburgh’s Calton Hill on October 7th and on October 8th in London’s Carnaby Street. Those on-site won’t be able to see the installations in front of them, but once they take out their phones, they’ll be entranced by the CGI-created installations on Instagram and Tik Tok. The posts drive to a pre-registration site that goes live on October 9th for the Advent Calendars.
Each snowglobe features one of Astrid & Miyu’s Advent Calendars opening up slowly to reveal fanciful objects inside, like golden five-point balloons, gift boxes, and golden ornaments, representing the treasures one finds in these iconic Advent Calendars which sold out last year in just 24 hours.
Astrid & Miyu turned to JIMMY, the digital street art studio launched by SuperHeroes, to bring these snow globes to life. The team collaborated closely with digital street artist @djbehar to deliver the experience.
“Digital street art has been a boon for brand engagement,” said Rogier Vijverberg, founder of JIMMY and Chief Creative Hero at SuperHeroes. “I call it thumb-stopping as it gets consumers to stop and watch it when they see it on their social media scrolls. It is a sure driver of interest, views, shares and social media results. As it gets more difficult to get people to look up, we’re activating work where we know people will see it – on their devices.”
“We are always looking for new and innovative ways of communicating with our audience. They are social savvy and hard to impress.” says Amy Gough, Global Senior Brand Marketing Manager at Astrid & Miyu. “We have been excited to work with JIMMY and adding Digital Street Art to our Advent Calendar campaign this year.”
This project for Astrid & Miyu follows work JIMMY has created for such brands as Lenovo, Fenty X Puma and others.
Astrid & Miyu’s 2023 Advent Calendars go on sale October 10, 2023.