Wearing an engagement ring drastically decreases a woman’s chances of getting hit on. So, we’re introducing the most practical diamond on the market—The Do Not Engage Ring—for women to buy for themselves if they want to keep unwanted attention at bay.
Emoji
Zales partners with Unicode Consortium —the nonprofit responsible for releasing all new emojis— to create the Do Not Engage emoji to wordlessly shut down unwanted advances.
Brand Stunt
When a high profile celebrity couple calls it quits, the presses are abuzz with speculation of who they might link up with next. Zales will use the rumor mill to its advantage by sending recently single celebrities “Do Not Engage” rings and partnering with DeuxMoi to stir up speculation about a new suitor. Soon after, it will be revealed that the A-lister wants to remain a party of one for while and is sporting a Do Not Engage Ring from Zales.
Art Directors: Eric Thompson and Julia Balling