Two years ago Spanish jewellery brand, Tous, asked SCPF Spain to help reposition its 95-year-old brand.

The agency’s response was to launch Tender Stories, a collection of quirky mini romance films (with rather a lot of cheeky product placement), that “challenge people to revive tenderness as a universal value and encourage us to wear our tenderness proudly”.

The first film was the story of the impossible love between a student and her university professor. It was a huge hit, creating double digit sales increases in Spain and internationally and positioning TOUS as the no. 1 brand in top-of-mind awareness and advertising fame in Spain and Mexico. The film has achieved more than 18 million views on YouTube.

Tender Stories Nº3, a tale about the unconditional love between a father and his daughter, and the volatile love of partners, we went viral around the world and gained more than 38.8 million views. Sales grew again in every country, well above market growth.

The campaign is still running in Spain, Mexico, Poland, Italy, Greece, Colombia, Russia, Hong Kong, USA and Japan.

The fifth instalment, which launched mid-November stars Tous brand ambassador, Gwyneth Paltrow, and Nicholas Gleaves.

The film was directed by Víctor Carrey and the print ads were shot by Daniel Riera. The campaign was released worldwide in print, digital media, OOH and TV in more than 45 countries, as well as in the over 500 stores that the brand has around the world.