The Campaign

The insight was simple: When love is young, gifts are gestures. When love matures however, gifts become chores. Thinking about them gets burdensome, so we go for the most obvious and convenient choices. One might even say, these gifts don’t come from the heart anymore. We believed that with the help of technology, it didn’t have to be this way. Therefore, our idea: CRAFTED BY MY HEART – an app that lets you customize jewelry with your heartbeat. It’s a convenient and quick way to find a gift, while still coming from the heart – quite literally.

Creative Execution

After choosing a base design, users place their index finger over the flash and camera of their phones, allowing us to detect the subtle changes in the coloration of their skin. Based on this direct indication of the users’ blood flow, we can register and record their heartbeat. Different elements of the ring designs are then augmented depending on the intensity and rhythm of the heartbeat itself. Each ring gets assigned a different algorithm, which results in a unique 3D jewelry rendering – every single time. After completion of the order, the 3D ring model is uploaded to the cloud, and downloaded at our factory, kick-starting the manufacturing process. A high-resolution 3D wax printer then prints a model of the ring, which gets molded and coated in either silver, black silver or gold. After the wax is melted out, the ring gets polished, packaged, and finally delivered to the user’s doorstep.

Frankly, little do we know about the project’s revenue contribution to the agency. While aiming at achieving internally-set KPIs, we will only know for sure after the app’s official launch in September 2016. One thing we do know at this point however, is that we have learned a LOT. We have learned that in an undertaking like this, the only thing certain is uncertainty, and how to embrace this fact. And we have also learned that innovation requires true commitment, stretching our resources over more than a year, while we’re normally used to a maximum of three months per project. We don’t want to say we have changed the agency model. Honestly, we’re still far from it. But what we do want to say is that we’re surely willing to fail trying. After all, “only those who dare to fail greatly, can ever achieve greatly.” (- Robert F. Kennedy)

The term innovation doesn't necessarily entail creating something new. It rather involves a fresh perspective on something that already exists - a new application of an already existing idea or technology. CRAFTED BY MY HEART does exactly that: it takes the heartbeat measurement technology utilized by many fitness tracking apps, and applies it to the concept of jewelry customization. When apart, these two ideas aren’t new, but combined they form something that goes beyond the functional interests of fitness trackers and the practical aspects of personalized jewelry, by enabling users to create a gift that literally comes from the heart.