VIVI ORO is the first Italian collective brand that brings together the most experienced jewelers. Born from the experience and creativity of the Arezzo jewelry district, this project aims to promote and enhance high-quality jewelry “Made in Italy”. Pamela Salvato and JAM COMMUNICATION were selected for the elegant and iconic style they developed for the project, which was part of the initiative promoted in 2021 by the Provincial Council of the Arezzo Jewelers and the Chamber of Commerce of Arezzo-Siena PromoSienArezzo. We created the brand itself and its identity, as well as the logo, payoff and the creative concept of the social media-based photo and video campaign. We also carried out the photo shooting, model casting, and TV and social media ads. The advertising campaign relied on a fashionable and contemporary style, which aims to stimulate younger generations, bringing them closer to the world of gold jewelry: an achievable standard of beauty, aimed at all age brackets and ethnicities. Seven models with evocative characteristics were selected. They represented the emotions linked to the gifts we love to receive from those who play an important role in our lives: love, sisters, mothers, grandmothers or best friends.