Van Cleef wanted to create a unique experience on W, Vogue, and Style.com that celebrated their rich heritage of whimsical jewelry creations. After viewing their exhibit at the Cooper Hewitt museum, I was inspired by their zipper necklace. This creative piece lent itself to being the perfect vehicle for a home page takeover ad unit where the website “unzipped” revealing a secret garden. The accompanying rich media 300×600 included a garden for users to find hidden gems, leading them to enter a sweepstakes upon finding all the pieces.