Outdoor and guerrilla advertising campaign developed to introduce TOUS' new brand icon, following a broader visual identity update and a shift towards a more premium positioning.

Built around the concept "Have you seen this bear ?", the campaign staged the bear's disappearance as if it had been stolen, playing on the double meaning of value and recognition. Away of presenting the brand's new symbol through intrigue, humor, and the classic jewelry imaginary, where what is valuable is always desired.