Fashion statement and social statement meet on the wrist of those wearing a 46664 Bangle. Conceived in South Africa by Coutts Inc, 46664 Bangle raises funds to extend the humanitarian efforts initiated by Nelson Mandela (whose prison number was 46664).
While dropping the name of one of the world’s most famous and influential icons seems like enough to convince those with a social conscience to buy a handcrafted copper, silver, gold or platinum bangle, Pleiades Media saw an opportunity to supercharge this campaign.
International celebrities including Morgan Freeman, Clint and Dina Eastwood, Denzel Washington, Lionel Richie, Katherine Jenkins and Annie Lennox were recruited as 46664 Bangle ambassadors, and proudly wore theirs at high profile events such as the Oscar Awards. The likes of Danny K, Leanne Liebenberg, Hlubi Moya, Minki van der Westhuizen and other famed locals were also brought on board.
This star-studded strategy saw the successful launch of the 46664 Bangle in South Africa, the United States and three European countries. Extensive local and international media coverage ensured that bangle sales continued to climb.