The “Will You?” Ring
Love and relationships are constantly evolving. But somehow the way we get engaged is still firmly rooted in the past. To help Helzberg Diamonds become a contemporary thought leader on love, we invented an entirely new way to pop the questions — The "Will You?" Ring. Get the "yes." Then get the ring. Together.
The idea garnered so much debate online, that it landed a 100% earned segment on The Today Show. The coverage snowballed from there.
Case Study
And yes, it’s a real product.
Helzberg Diamonds did actually manufacture the ring. You can buy it at any of their retail locations or online here.
And the best part? This temporary ring gets you a significant discount when couples come back to Helzberg to shop together.
Covid Response
“Love shouldn’t have to wait”
When Covid hit, Helzberg, like many retailers needed to close their locations for a period of time. To help folks who were thinking about getting engaged but were unable to get the ring because of store closures or financial reasons, we produced a quick social campaign in which we gave “Will You?” Rings away free to anyone looking to pop the question in quarantine.
Recognized in every major PR show and the Jay Chiat Strategy Awards.
✎ Made at Carmichael Lynch with Daniel Alves, Chris Carlberg & Chris Gault.