Omni-channel global concept, TOV & campaign execution
Brand: Pandora | Role: Creative lead
For Valentine’s Day 2026, Pandora wanted to do something different. Something the brand has never dared to do before - appeal directly to the male gifter. While in the previous years, the approach was to capture his partner’s attention and (hopefully) get him to buy something off her wish list, this year the strategy changed.
Following the insights from TikTok, Google and Meta, the creative was guided by the trending 80s and 90s nostalgia, love for old tech and playful tongue-in-cheek copy with a wink.
She knows it’s Valentine’s day on the 14th. Do you?
Inspired by 80s and 90s romcoms and social media trends, the campaign steers away from your usual tired V-Day clichés and speaks directly to the male by (not so) subtly reminding him to get her a gift, before it’s too late.
She’s got keys to your place. Now give her one to your heart.
The insights from our partners and internal team overwhelmingly showed that often men have difficulty expressing their love through words and feel like it’s sometimes easier to do so with actions. So, we created a series of videos and stills showing special moments where words don’t come easy, but gestures do. Shoutout to my millenials who still remeber the Love Actually scene with the cards.
All of this, of course, amplified by the soundtrack of the unforgettable 80s powerballad ‘Words’ by F.R. David.
So take note, male gifters of the world, words might not come easy, but expressing love absolutely can. And that’s where Pandora comes in.
