Zales’ 'It’s Actually For Me' Turns Holiday Gifting Into Playful Self-Indulgence

Zales has introduced 'It’s Actually For Me,' a holiday activation that taps into the all-too-familiar feeling of wanting to keep a great gift for yourself. Created in partnership with Anomaly, the campaign gives gifters a playful way to make sure their jewellery stays with them, even after gifting, by creating a cheeky print-at-home contract to slip in each gift.

The deal is simple. If the receiver does anything even slightly off, the jewellery comes right back to the gifter. Triggers for repossession include line items such as, 'failure to wear the item on the next several occasions,' or, 'describing the jewelry as quirky, fun, or cute' instead of 'absolutely life changing.'

Since it is a contract, of course, there are consequences for breach, which include things like 'a pillow with no cool side' and saying 'you too' to every waiter who says 'enjoy your meal.' 'Wind always blowing your hair into fresh lip gloss' and a blank space for the gifter to write their own triggers for repossession and consequences for breach exist.

This work builds Zales’ existing platform of ‘Own It,’ revolving around the belief that even the most precious things in life leave room for playfulness. This platform encompasses a comprehensive brand transformation, modernising Zales across all key touch points through a refreshed visual identity and brand tone, refined in-store and web experience, product innovation, new cultural partnerships, and a revamped social media and communications strategy. The idea lives on owned channels - via Zales' organic social and website.

“Zales keeps carving out a bold lane in the category—more attitude, confidence, a little irreverence especially in an overly earnest season. Building on the Own It platform it’s simple: the jewellery's so good, you’ll want it back. And if it’s not worn with the right attitude, this 'contract' sends it straight back to the giver,” said Jeff Stamp, chief creative officer and managing partner at Anomaly

“One team, one office printer, one dream. A dream to turn the temptation to keep a gift for yourself into an official document. Whether you actually print one or just enjoy knowing you could, the fun is that Zales made it exist,” said Fee Millist, creative director at Anomaly.