Tous is a party and everyone is invited.
This is what the jewelry company conveys with “Celebrate Joy. Everyone’s invited”, a global campaign with which the brand pays tribute to its iconic Bear within the framework of the 40th anniversary of the recognizable symbol and elevates it as a meeting point for all types of people and styles.

Tous wants to celebrate the diversity, creativity and authenticity of its proposal and, to do so, has created a kind of global family bringing together seven artists and creators. These are the singer Amaia, the Spanish actress Ángela Molina, the Mexican actresses Cecilia Suárez and Macarena Achaga, the Uruguayan actor Agustín Della Corte, the Chilean actress Lux Pascal and the model Robin Shrestha.

The advertisement presents, precisely, a party in which the protagonists gather around a table, invited by the brand, and sing and dance to the rhythm of “C’est la Vie”, one of the songs from Amaia’s latest album.
The creative idea for the campaign comes from Tous’ internal team and has been worked with the production company Sample. It has had the creative direction of Alicia Padrón, the production by Gorka Postigo and the photography by Felicity Ingram.

In the spot the seven artists wear Tous jewelry. as well as some of his classics. For example, Amaia, who has served as brand ambassadors since September of this year, wears pieces from the “Hold” collection; while Lux Pascal carries the Manifesto collection. For their part, Agustín Della Corte and Robin Shrestha wear pieces from the Tous Man collection.

“At Tous we believe in jewelry as a universal language that connects people and reaffirms their uniqueness.“, commented Anna Sió, Director of Marketing and Communication of the brand in a statement. “With ‘Celebrate Joy’ we want to invite everyone to join this celebration and pay tribute to our large and diverse community”.