Page 10 - magazine 2021

The masterpiece we speak of today

did not come as a flash of inspiration but something
which has sprung as a result of many years of hard
work and dedication to the trade.

Sharon Caro, Chief Marketing Officer
Challenge #3 Telling the right Story

An artwork of that scale naturally makes headlines worldwide.
From a PR point of view, the story is huge not only because of the
uniqueness of the creation but also because it provides people
with a sort of escapism in indifficult times. Still, that kind of mass
exposure can easily backfire. Our PR team had to make sure to
tell the right story. With a low-key customer who would naturally
Sharon Caro, Chief Marketing Officer motivation of ordering such a valuable item. The challenge was
stay under the radar, we had to make sure to stress the altruistic

to communicate the correct message and control it by making
sure that the story would not turn into a tale of extravagance and
wealth but rather of solidarity through artwork.
With many popular media like CBS, MSN
news and NYTimes all taking in-depth note
of this masterpiece and its background, it
is safe to say that the name Yvel has now
been etched into the sands of time for a
gem in times of the pandemic.

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