Piaget celebrated its 30th anniversary of Piaget Rose in Shanghai in June 2012. For Piaget, the rose signifies the passion that the maison’s designers and jewelry craftsman bring to this unique collection. Yves Piaget, fourth generation of the family, attended the event, along with celebrity guests Joan Chen, Patty Hou and James Li. The campaign integrated umbrella messaging and the event theme: “Inspiring Happy Lives”. It also created a six-month integrated offline and online campaign for Rose, which included the celebration of the Piaget Rose 30th anniversary through an exhibition and stories from selected celebrities. It leveraged the presence of Yves Piaget to orchestrate in-depth advance media communications. An impressive event was planned and staged using Rose garden décor, including a jewelry modeling event, a thrilling piano performance and celebrity stories of living joyfully. The campaign maximized post-event excitement and coverage with photos of celebrities. 170 journalists, editors and 14 senior media executives attended, generating 277 news stories. The beautifully-designed and executed rose garden brought the Piaget Rose collection to life and the participation of Yves Piaget elevated the experience to a stunning high-fashion event.