Djula

The French jewelry brand Djula joined forces with YKONE to explore new creative territories beyond celebrity-led communication, activating different storytelling formats across key moments of the year. From a festive holiday campaign to a playful April Fools’ activation featuring “I am not Kate Moss” in France and Dubai, the collaboration aims to strengthen brand visibility and engage wider audiences through distinctive content-driven approaches.

To celebrate the festive season, YKONE brought together five selected creators to embody Djula’s universe through a more lifestyle-driven approach. The project focused on highlighting the Endless collection and the mix & match of Union, Magic Touch, and Piercing, shifting the brand’s expression into a more organic and immersive storytelling. Through autonomous content creation, the creators showcased the jewelry as part of their daily lives, generating engaging visuals designed for social platforms.

Built around April Fools’ Day, the campaign took shape as a content-driven activation with “I am not Kate Moss,” playing on ambiguity and collective perception. YKONE led the full production, developing a paparazzi-inspired visual direction and translating the concept into staged moments in the streets of Paris. Rolled out across Instagram, Facebook, and Pinterest over the course of the month, the campaign combined videos and photo assets, gradually revealing the narrative and culminating in a final twist that activated the April Fools’ mechanism.

Artistic Direction & Creatives Guidelines, Influencer Booking & Casting, Campaign Management & Reporting, Content Production

@annelauremais, @justinesoranzo, @maeva.demoura, @milla.lapidus, @gattoni.jd