The polish model Anja Rubik is the star of this OOH campaign in Dubai for Boucheron, going above and beyond in terms of boundaries and limits. Their previous OOH appearance was to broadcast their stunning jewelry collection of rings and bracelets. Boucheron keeps seeking new lands while building on their history. Beyond gender, both feminine and masculine, both inventive and radical. This advertising campaign captures the essence of a Maison that, since its founding in 1858, has pushed the boundaries of High Jewelry by providing wearable, unrestricted pieces. Pieces that skin and mind can feel. In order to capture the essence of what would later become Boucheron's modern hallmark, Quatre relies on the Maison's distinctive elements. In 2004, the Quatre collection became a part of the Maison, giving the Boucheron universe its distinctive graphic style. It has evolved into an icon over time, being both distinctive and timeless, singular and multifaceted. Their bangle bracelets gleam in the sun in the various editions and styles of their “Quatre” editions. On beauty Anja Rubik’s hands, the bracelets compete for attention with her gorgeous features, but alas! Both win, indeed! The new, limited campaign dazzled Dubai in the first week of September on hoardings, lampposts, and digital screens.
