Standard Black launches new campaign for sustainable luxury jeweller John Hardy

John Hardy creates jewellery utilising ancient Balinese methods and 100% recycled silver and gold. John Hardy is profoundly entrenched in the key ideals of community, artisanship, and sustainability, and they wanted their marketing to reflect these distinguishing features that offer them a competitive advantage over other luxury firms. The “Craft as Ritual” films, designed by Standard Black, a full-service creative agency, were inspired by vintage portrait photography taken with a contemporary lens. The handcrafted attractiveness of the jewellery, which is still produced by indigenous Balinesians, is the highlight. The characteristic photography style, the “Craft as Ritual” slogan, and a Balinese icon, the marigold, connect all of the photos together. The campaign made its debut in the September edition with a print spread. The campaign premiered with a print spread in Vogue’s September issue, as well as high-impact media across its properties in several formats, including at Vogue’s Forces of Fashion event, which John Hardy sponsored in collaboration with Condé Nast.

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