DoDo Holiday Campaign 2025

Why brands tell dreams – and what's behind them

When luxury brands stage large, emotional campaigns today, the question inevitably arises: Why? Let's look at this using the new DoDo campaign as an example:

Is it really about jewelry – or increasingly about stories that offer guidance, identity, or even solace? DoDo's new holiday campaign, "Dreamers Shoot for the Stars," aligns with a trend we've been observing for some time now.

Brands are shifting the focus from the product itself to narratives about imagination, self-discovery, and personal meaning. They use narratives that are ultimately intended to sell, but which above all play on the idea that jewelry, and therefore luxury, is something very individual, something that everyone can interpret in their own way.

The underlying aim is to present jewelry not merely as an accessory, but as a vehicle for symbols – as small, wearable reminders of who we are or want to be, which essentially corresponds to the historical meaning of jewelry. The question, therefore, is less about whether such a campaign will succeed. necessary It's not about the object itself, but rather what it reveals about the prevailing social climate. And this is precisely where DoDo's approach becomes interesting.

A campaign based on an archived idea

The starting point is remarkable: a rediscovered interview with Sergio Silvestris, the creative mind behind DoDo. In it, he talks about the importance of not losing touch with one's inner child – as a source of imagination and courage.

From this fragment emerged the entire campaign: a plea for imagination, playfulness, and thinking beyond the obvious. Not a new marketing idea, but a return to the brand's foundation.

The four Dreamers – real biographies instead of idealized perfection

What is remarkable is the selection of protagonists: they are people with biographical depth, not stylized models.

• María Gabriela Navarro, astrophysicist and representative for the James Webb Telescope
  – a life between science and the desire to get really close to the stars.
• Fenet Merkebo Adino, model and creative, whose expressiveness lies primarily in movement, energy and openness.
• John Steiner, magician, for whom fantasy is not an escape, but a way of life.
• Aida Caruso, 88 years old, teacher, mother, newly launched model – an example that vitality knows no age.

Each of these people wears DoDo charms, which are deliberately used in the campaign not as jewelry, but as symbols: planet, star, moon, a personal constellation.

It is precisely this combination of biography and symbolism that makes the campaign narratively exciting – and distinguishes it from pure product communication.

Staging between fantasy and reality

For the visual realization, DoDo collaborated with photographer Philippe Jarrigeon, whose style often plays with unsettling, humorous, and deliberately constructed elements. The campaign utilizes a strikingly colorful, almost theatrical imagery that consciously blurs the line between reality and imagination. Sock puppets, unusual perspectives, and stylized scenes serve less as pure aesthetics and more as a visual echo of the original idea: the childlike freedom to invent things without being bound by convention.

The Universe Collection – Jewelry as a symbol

At the heart of the collection is the Universe range, whose designs translate celestial bodies into simple, easily recognizable forms. The pieces are crafted from 9-karat rose and yellow gold, some combined with diamonds and blue enamel. The charms and earrings are modular and can be worn on a colored cord.

The jewelry itself remains understated enough not to overshadow the protagonists – it serves more as a symbol for the concepts addressed by the campaign: orientation, curiosity, change.

Between symbol and everyday life – what remains?

Ultimately, the campaign focuses less on the jewelry itself and more on the question of what significance people attribute to their own dreams and life paths. The jewelry is not presented as a solution or magic formula, but rather as an accompaniment to an idea: that imagination and personal motivation can also play a role in adult life.

In an industry that often communicates through aesthetics or prestige, DoDo is attempting a different approach here – more narrative, more personal, and deliberately incorporating breaks in the narrative. Whether this approach resonates depends on one's openness to such symbolism. But it is precisely this openness that makes the campaign interesting: it invites interpretation rather than prescribing a single reading.