Our data indicated that the high-romance messaging of the jewelry industry was actually pushing away a large volume of potential purchasers. Men experienced anxiety from the idealistic, over-the-top images captured in those perfect moments, aloof which were supposed to come with jewelry gift-giving. The actual truth is, that real love can happen anywhere, at any time. This was untapped territory – real people in real situations. We brought it to life in a very unconventional, gritty, and charming way. The campaign drove a 57% increase in sales. All from the simple insight of keeping things real.