Pandora launches Y2K-inspired charm campaign with Kiwi pop icon BENEE via BRING and Augusto

Pandora has today announced a new partnership with billion-streaming global pop star BENEE. Developed in close collaboration with Universal Music Australia (UMA) and BRING, UMA’s cultural connections agency, the project deepens Pandora’s presence within music culture while creating meaningful fan touchpoints across both digital and real-world experiences.

At the heart of the collaboration is a charm collection designed by the Kiwi singer-songwriter. The six charm icons capture her playful and imaginative style through hand-drawn illustrations: inviting fans to explore the stories woven into each design. The “For U x” charm edit is accompanied by original content which opens a window into her creative world and the inspiration behind the collaboration.

Leveraging BRING’s unprecedented talent access and understanding of artists’ fandom, the content was meticulously constructed alongside the artist to perfectly balance the worlds of BENEE and the brand to create something that encapsulates the collection’s child-like inspiration and attitude.

Says BENEE: “When BRING and Pandora approached me to be part of this; it was incredible to have an open book. We have genuinely built this together and both the brand and the agency have understood what I wanted to bring into the world with this. I’m thrilled to release this collection into the wild and see how my fans react. This is how a true partnership should work”.

The collaboration is bigger than the stories around the charm edit itself. The release of the charm edit coincides with BENEE’s festival performances at this year’s Laneway and offers the brand further ways to talk directly to fans and create real-world touchpoints to showcase the brand. BENEE made a surprise appearance at the Sydney iteration of the Laneway Festival at Pandora’s Vault, the brand’s activation, last weekend, becoming one of the festival’s most talked-about moments.

Says General Manager of BRING, Brooke Pilton: “The best artist campaigns are the ones that truly touch the hearts and minds of fans where they are, and talk with them on their terms. But superfandom exists beyond a play button, and more fans are seeking physical mementos of the artists they love, something they can wear with pride to showcase their passion and to spark conversation. The new edit offers fans a unique way to do that beyond a traditional merch line and we are incredibly proud of how BENEE has leant in, but also of how we were able to bring the collection into the world in a way fit for the artist and the way she behaves,” added Brooke.

Says Jess Donovan, Marketing Director at Pandora ANZ: “When approaching this partnership with BENEE, we knew we wanted to create something that truly came from the heart of the artist. Throughout the process, BENEE has been a genuine superstar, helping to build something that feels like a natural extension of her world while also showcasing Pandora’s ability to allow people to express themselves. BRING played a pivotal role in finding the sweet spot between the Pandora brand and BENEE’s universe, creating some of our most diverse and exciting work to date.”

Directed by Augusto’s Leon Kirkbeck, the hero film places BENEE at the centre of a vibrant, Y2K-inspired visual world. Drawing on early-2000s pop aesthetics, there are glossy finishes, bold colour palettes, playful graphic treatments and lo-fi performance moments. BRING, Augusto and BENEE previously collaborated in 2020 creating the music video ‘Kool’ for EA’s The Sims which now sits at 6.2 million views.

The Pandora X BENEE collaboration, which rolls out across all digital channels, social, retail, and experiential, further cements the Pandora brand in music culture following local partnerships with Ruel, Kita Alexander and global partnerships with TikTok’s artist of the year, KATSEYE. There are more exciting collaborations planned for 2026.

Brand: Pandora
Agency: BRING – Universal Music for Brands
Video Production: Augusto
Experiential Production at Laneway: Airplane / Bolster

Pandora
Josie Duffy, Senior Marketing Manager, Marketing
Danielle Drewes, Manager Campaigns, Marketing
Lauren Batiste, Manager Media Relations, PR & Influencer, Marketing

BRING – Universal Music for Brands
James Griffiths, General Manager, Creative
Brooke Pilton – General Manager, Partnerships
Daniel Craig – Senior Creative
Sammy Walker – Senior Account Manager
Aimee Vina – Business Development Director

Augusto
Film Director: Leon Kirkbeck
Producers: Rachel Forman
Client Service: Caroline Logan
Post-Production: Connor Farrell, Paul Wedel, Zoe Jones
Behind the Scenes: CornerStore
CornerStore Producer: Lara Marshall

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