Blue Nile


Campaign: Outdated Wedding Traditions

66% of luxury jewelry shoppers do online research prior to buying. However the vast majority of those consumers make the actual purchase the old-fashioned way: at brick-and-mortar stores. 

Blue Nile was looking to change the conversation by proudly positioning itself as a premium online retailer offering quality products, better prices and greater transparency than competitors.

Together with Onion Labs, the brand launch “Outdated Wedding Traditions”, a humorous look at wedding customs that are simply a-given in today’s society… but do they really make sense anymore?