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American Swiss Jewellery

As Art Director working on American Swiss Jewellery at Young and Rubicam, I was responsible for helping create slightly controversial, tongue in cheek billboards across busy South African roads, positioning Americans Swiss as a sexy, glamorous, aspirational brand. With other lines including 'Sorry Boys, Size Does Count,' 'Get Stoned,' 'Cross Dressing,' and 'Don't Steal Her Heart. Buy It,' the American Swiss brand pushed the boundaries to get noticed.

I pay my respects to the Traditional Custodians of the Land on which I live and work, the Turrbal and Yuggera peoples, and to Elders past, present and emerging.
I recognise the spiritual connection they have with the land, water, sky and sea. May we continue to learn from and with them to care for Country.

© 2026 Lynne Hosking

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