NEW YORK, Nov. 1, 2016 /PRNewswire/ -- Mikimoto ( www.mikimoto.com), the world-renowned jeweler known for pioneering the art and science of pearl culturing, in partnership with its Digital Agency of Record (AOR), Rokkan ( www.rokkan.com), announces a new digital campaign aimed to change the world's perception of pearls. Led by a series of highly stylized films, "Explore The Original" launches in the United States today with support through paid social.
With 123 years of history, the Mikimoto name has become synonymous with cultured pearls and is a symbol of Japanese culture throughout the world. Mikimoto was one of the first Japanese brands to expand into international markets, with boutiques now open across the United States, United Kingdom, France, Singapore, and China, among many other countries. With this new campaign, Mikimoto intends to celebrate the evolving Mikimoto Woman and showcase the difference between owning and being a treasure. "The Mikimoto pearl necklace has become an iconic symbol of luxury around the world," said Yugo Tsukikawa, Senior Vice President (SVP), Marketing and Brand Strategy, Mikimoto (America). "We wanted this campaign to pay tribute to what Mikimoto's pearls have always meant to our consumer, while also exploring what Mikimoto can evolve to mean in her life." The "Explore The Original" campaign is comprised of four films, all produced by Rokkan, including three 15-second films set in New York, Paris and Tokyo, and one long-form film that ties all three locations together. In these films, we learn that the Mikimoto Woman is surprisingly different from who we expect a pearl wearer to be—there's no cashmere twinset in sight. But just like she doesn't conform to expectations, she doesn't wear her pearls in the traditional way. These films will be shared via paid social placements on Instagram and Facebook, with the Rokkan media team also handling the paid placements on behalf of Mikimoto. As Mikimoto's Digital AOR, Rokkan has also been essential to reimagining the Mikimoto websites, and will be showcasing the "Explore The Original" messaging via the brand's homepage to raise further campaign awareness and encourage visitors to shop the collections.