Pandora Appoints VIRTUE Global Lead Creative Agency

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Today, VIRTUE, the creative agency born from VICE, has announced that it has been appointed as Pandora’s global lead creative agency. The agency has been responsible for defining a new brand strategy for one of the world’s largest jewelry brands that was unveiled last August. As Pandora’s global lead agency, VIRTUE is responsible for their brand purpose, tagline, creative strategy, aspirational audience, design and overall equity, in collaboration with Kantar and Firework Consulting.

The new brand strategy focuses on the purpose of ‘giving a voice to people’s loves’. Pandora helps people to showcase all the things in life they love with the personalization of their charms. Through high quality, affordable, everyday jewelry, Pandora lets people express the different facets of their personality.

This founding philosophy has inspired new campaigns including Pandora Me, Rebelle in Wonderland and Pandora’s Christmas campaign – all created by VIRTUE in collaboration with other parts of the global VICE network.

The ‘Pandora Me’ collection is the first to be aimed at a Gen Z audience and will be presented by Pandora’s brand ambassador Millie Bobby Brown. The ‘Pandora Me’ collection represents a tangible expression of sentiments, quirks and values through a variety of pieces that display people’s personality.

In the creative work, that will be launched globally in October, Millie Bobby Brown embodies the socially responsible sentiments of Gen Z. Millie Bobby Brown wears and shows pieces in the ‘Pandora Me’ collection – exemplifying, among many facets, her strong passion for supporting the sentiments and issues of the next generation. The work was inspired by VIRTUE’s brand strategy and productionally led by i-D, the fashion platform by VICE.

Additionally, the Rebelle in Wonderland campaign that launched end of August, was created by i-D, and Pulse Films, the award-winning talent and production company in which VICE owns a majority stake.

Stephen Fairchild, SVP Chief Creative Officer at Pandora:
 “Our Global rebrand marks the beginning of our journey to become more relevant for consumers and show them a fresh and contemporary Pandora. We are delighted to be able to work on this journey in collaboration with VIRTUE. Not only do they have a strong track record in connecting brands to culture,  they also cover interesting and creative responses by tapping into the skills and credible connection to culture, coming from the whole VICE-network”

Morten Grubak, Executive Creative Director, Northern Europe at VIRTUE adds: 
“Working with Pandora is amazing as they have creativity at the heart of the company and the product. Being born from VICE we know how to create campaigns that are entertaining rather than interrupting and that are contributing rather than leaching. Working with a like minded partner allows us really help Pandora be embedded into culture instead of piggybacking on it.”


This appointment comes at an exciting and expansive time for VIRTUE. In the past year, the agency picked up 24 new clients across North America and 45 across international markets, in addition to taking home one Grand Prix, one Glass Award, 7 Lions and a total of 23 shortlists at the Cannes Lions Festival of Creativity. Most recently, VIRTUE appointed a new global leadership team elevating Rob Newlan to Global President, Krystle Watler to Managing Director, North America and appointing Simon Mogren as Executive Creative Director, US. 


We are VIRTUE, the creative agency born from VICE. Since 2006, we’ve used our entertainment DNA to help brands capture the attention of their audiences with work that speaks to our most primal instincts of pleasure, attraction and delight. We believe in commanding, not demanding; entertaining, not interrupting; contributing, not leaching. Because brands should add to the world they want to be a part of — not distract from it. With presence in 21 countries, we craft campaigns, platforms, and IP for some of the most important brands on the planet. Using proprietary tools, access, and intelligence, we find new ways for brands to matter to the world through an entertainment-centric approach that plunges its hooks into audiences’ subconscious and refuses to let go. Virtue is behind the award winning Chrome’s ‘Don’t Be A Browser’, Park MGM’s Las Vegas Love Stories, Weedmaps’ Museum of Weed, Dove’s Dear Future Dads, and Q the Genderless Voice.

Pandora designs, manufactures and markets hand-finished and contemporary jewelry made from high-quality materials at affordable prices. Pandora jewelry is sold in more than 100 countries on six continents through more than 7,500 points of sale, including more than 2,700 concept stores. Founded in 1982 and headquartered in Copenhagen, Denmark, Pandora employs more than 26,000 people worldwide of whom more than 11,500 are located in Thailand, where the Company manufactures its jewelry. Pandora is publicly listed on the Nasdaq Copenhagen stock exchange in Denmark. In 2018, Pandora’s total revenue was DKK 22.8 billion (approximately EUR 3.1 billion).

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