Phu Nhuan Jewelry Carves True Love in Stone

Phu Nhuan Jewelry has partnered with digital marketing agency, Mirum Vietnam, to develop its latest creative push dubbed True Love.

Vietnamese jeweller, Phu Nhuan Jewelry, is collaborating with Mirum Vietnam for its True Love advertising campaign. Being one of the first brands in the country to do so, the overall effort celebrates minorities as well as the local LGBT and sub-cultural communities.

Established in 2007, Mirum Vietnam is a digital marketing shop that uses technology and the online ecosystem to impact brands and people. Therefore, the campaign narrative is about embracing diversity locally and worldwide through a unified spirit and strong bonds.

A key component is a video that sees romantic duos challenge the preconceived notion of the ‘perfect couple’ based on Vietnamese culture. Created to be inspirational and relevant beyond borders, the spot honours being in love, regardless of gender, body type, or status.

“Millions of fans are joining our campaign to break perfect couple stereotypes. We want our consumers to realise that the right way is not to focus on looks, wealth, or gender, but on the one you love,” said Phan Nguyen Hoai Anh, Group Brand Manager, Phu Nhuan Jewelry.