Guillaume Brière
Montréal/Toronto-based Artist and Creative Director with a decade of experience in the luxury and lifestyle category
Birks_Holiday18_Rope_MASTER.jpg

Birks Holiday 2018

Birks Holiday 2018 (Maison Birks) — Creative direction, art direction and design of advertising campaign of the Canadian jewellery luxury brand (on-figure photography, still life photography, illustration)

 

Birks Holiday 2018

Birks Group

🏆🏆🏆
Award Winner: Photography, Advertising Series (AppliedArts)

For Birks’ integrated holiday campaign, I imagined a series that showcased the brand’s new fine jewellery collection through a whimsical narrative.

 
Conceptual advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
 
 
Red riding hood concept — Conceptual Integrated advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
 
 
 

REMIXING CLASSICS
The inspiration for the series is a ritual that’s a holiday favourite: Christmas tree trimming. A storyline often seen in Holiday classics—such as National Lampoon's Christmas Vacation (1989)—I reinterpreted the tradition by bringing it into a conceptual setting.

 
 
 
6dJe.gif
giphy.gif
 
 
 

FAIRYTALE REALNESS
A modern Red Riding Hood, a forest of Birks Blue Box trees, a milk martini… The campaign art direction was about creating an attention-grabbing contemporary fairytale that showed the diamond jewellery from different angles. For my internal presentation, I packaged the image series into a comic book-style story, which was so well-received that it was used as branded content in the Birks’ magazine, Instagram Stories and in-store screens.

 
 
Comic Book Series — Conceptual advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
Comic Book Series — Conceptual advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
Comic Book Series — Conceptual advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
Comic Book Series — Conceptual advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
Comic Book Series — Conceptual advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
Comic Book Series — Conceptual advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
ComicBook-08-C.png
 
 
Concept sketch of Birks Holiday 2018 integrated campaign

Concept sketch of Birks Holiday 2018 integrated campaign

 
 
 

TREE TIMES A CHARM
The Birks Blue Box tree will also be used as annual seasonal displays at Maison Birks stores, connecting the advertising campaign to the in-store experience.

 
 
 
In-Store Screen — Conceptual Integrated advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
In-Store Animation Box Christmas Tree — Conceptual Integrated advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
 
 
 
Billboard — Conceptual Integrated advertising campaign for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
 
 
 

THE ART OF GIVING
As a holiday gift, I surprised the Birks team with a hand-drawn branded illustration to use as a greeting card for partners, suppliers, and wholesalers. To me, a company greeting card is about showing your true company culture, so I automatically discarded photography and used traditional mediums instead—like pastel and ink—to evoke genuine intention. (I also gifted Birks a framed offset print of the card to keep forever.) JOYEUX NOËL!

 
 
 
Luxury Brand Christmas Card Illustration for jewellery brand Birks (Holiday 2018) by Guillaume Briere, a creative director specialized in luxury brands based in Montréal and Toronto.
 
 

🏆🏆🏆
Award Winner: Photography, Advertising Series (AppliedArts)

 

Contributors: Gabrielle Sykes; Florence O. Durand; Rodeo Production; Bobby Box; Melinda Bishara, Wissam Daibess