DDB Hong Kong's New App Lets You Create Jewellery That's Truly From The Heart
DDB Group Hong Kong is turning heart rate data, the mainstay of fitness analytics apps, into an opportunity to create the ultimate personalised gift that is literally from the heart.
CRAFTED BY MY HEART is an iOS mobile app that lets users lay down their heart beat as a one-of-a-kind gold, silver or black silver (gunmetal IP) ring.
More than a year in the making, the app records a user’s heart beat through registering subtle changes in the coloration of the skin by way of an index finger placed over the phone’s flash and camera. Users can choose one of two unisex design templates, and watch as the ring is shaped by the rhythm of the heart. Each ring is assigned a different algorithm to ensure that no two pieces are alike.
The pioneering initiative marks the first time DDB Group Hong Kong has designed, produced and launched a product of its own. The agency collaborated with Tribal Worldwide Singapore to develop the app, and partnered with up-and-coming jewellery designer Nomera Ajmal on the base design templates.
“While our industry is obsessed with data, we often fail to notice its versatility and all the compelling stories data can tell,” said Andreas Krasser, Head of Strategy & Innovation at DDB Group Hong Kong. “CRAFTED BY MY HEART goes beyond the question of whether data enables or hinders creativity by showcasing that data itself can be creative,” he added.
The manufacturing of each unique design starts with a high-resolution 3D wax printed model of the ring that ultimately gets molded and coated in one of the three available finishes, and delivered to the user’s doorstep. Rings cost between HK$1,198 and HK$1,588 (US$155 and US$205), and take around 15 to 20 working days to complete.
“Controlling every single aspect of the process, from conceptualisation and design, to manufacturing and delivery, has taught us not only how to embrace uncertainty, but also that innovation requires true commitment and stretching of resources,” said Manolis Perrakis, Creative Technologist at DDB Group Hong Kong. “CRAFTED BY MY HEART is a true testament to the entrepreneurial spirit at DDB. We can truthfully say that we have walked in our clients’ shoes, and understand their business challenges better than ever.”
You can see how the process works by watching the short video below:
You can start your 'CRAFTED BY MY HEART' journey by downloading the app from iOS App Store.
Senior Planner: Adrian Tso
Senior Art Director: Colin Siu
Project Manager: Billy Cheung
Creative Director: Marcin Brzezinski
Creative Agency: DDB Group Hong Kong
Creative: Manolis Perrakis
Head Strategist: Andreas Krasser
Account Director: Koman Ko
Category: Clothing/fashion , Jewellery
Genre: Creative technology , Digital , Fashion & Beauty , Luxury , PR , People