TASK

For years, MIKIMOTO has been an iconic jewelry brand that represents a stereotype of women – elegant, rich, and conservative. In Japan, their products are often worn by royalty. The goal is to update the old brand image to a more youthful look, aiming to drive sales. This campaign is called Defy. The idea is to break out of the stereotype and redefine modern women. We believe that every woman can be a MIKIMOTO woman.