DPA Launches New “Real is Rare” Campaign in U.S.

Retail and Consumer Confidence
17/11/2017 10:28

The Diamond Producers Association (DPA) launched its new “Real is Rare” advertising last night (Nov. 16) on the 18th Annual Latin Grammy Awards on Univision. The second phase of trhe campaign focuses on real, intimate moments within relationships. “The Reveal” is one of two new videos presenting a modern take on love and diamonds. The second video, “The Other Party” will debut on ABC’s broadcast of the 2017 American Music Awards November 19. Developed in collaboration with creative agency, Mother New York, in addition to the two videos, as features several images for print, digital, and in- store use.

“These two new stories are a natural evolution of our campaign. They show how universally familiar, yet still singularly special moments of emotional connection are diamond-worthy. The audience is given a glimpse into private ‘couple moments’ where the role of the diamond is intrinsic to the storyline, and is an expression of their love, their life together, and their commitment to each other. ‘The Other Party’ is a romantic, playful film about young engaged couple, while ‘The Reveal’ shows the private, at-home moments of a married couple.” says Deborah Marquardt, DPA’s Chief Marketing Officer. The new advertising will run on TV, digital, cinema, print, and select out-of-home throughout the remainder of 2017 and 2018. The print images will premiere in upcoming issues of People Magazine.

Tanya Dukes, who styled the campaign, says, “My aim was to find jewelry to complement the unique storyline and tone of each film. ‘The Other Party’ is a flirty story, so I selected an engagement ring called ‘Integré three-stone diamond engagement ring” by Pluczenik along with Sensu Diamond Fan Earrings by Michelle Fantaci. By contrast, ‘The Reveal’ features a slightly older couple in a quieter, more intimate film, a perfect fit for the Classico oval diamond ring from Harry Kotlar and diamond wedding band from Mimi So. Kwiat Sunburst earrings finished off the look.” 

The DPA - the international alliance of world’s seven leading diamond mining companies (ALROSA, De Beers, Dominion Diamond, Gem Diamonds, Lucara Diamond, Petra Diamonds and Rio Tinto) - is also eyeing the Indian market to boost diamond consumption in the country. The association has opened an office in India, the second in the world after the U.S.announces the appointment of Richa Singh as its Managing Director for India with immediate effect. Richa Singh joins DPA from L’Oreal and will be overseeing all the activities of the DPA in India, a market of great importance to the organisation.