The Diamond Producers Association (DPA) has launched what they are calling "an unprecedented, cinematic telling of the natural diamond story" from their genesis billions of years ago to their final destination as a piece of finished jewelry. Sporting the taglines "Three Billion Years in the Making" and and “Before There Was Life, There Were Diamonds”, the campaign focuses on the improbable and epic formation of these rare stones. "The majority of consumers are unaware that diamonds are the oldest thing they will ever touch or own," says DPA CEO Jean-Marc Lieberherr in a statement. "It’s a powerful message that resonates."
At the core of the campaign is a three-minute 'hero film' from which the DPA derives the imageery and messaging on its redesined website that details the historical and symbolic references featured throughout. This 'suite of assets' run parallel to the film and will be the focus of the multichannel media campaign comprising 60, 30 and 15 second videos; as well as a series of exquisite and striking portrait and landscape still visuals of an embracing pair of hands, one of which is adorned with a diamond ring, emerging from a natural scene. Additionally, there are over a hundred supplementary visuals from the campaign that will be utilized primarily for social media, as well as 6- and 10-second videos.
Lieberherr says the campaign “tells the timeless and epic story of natural diamonds in a new and modern way.” The DPA says that "in addition to themes of love and romance, the heirloom quality of diamonds is expressed throughout the film, powerfully tying diamonds to our most intimate moments and life events." It was developed in partnership with creative agency BBH London. The film was directed by Ian Pons Jewell and features music from Oscar winning musician, Atticus Ross. Pons Jewell said, "I knew a little about how diamonds are formed but had no idea just how epic the journey is. We did a lot of research, not only did we look into the science, but also the human relationship with diamonds through history. It's been an incredible experience; one I don't think I'll ever get to repeat in the commercial world.” This campaign chronicles the transformation of a beautiful rough diamond from discovery to the ultimate representation of love, commitment and meaningful moments. The design of the 2-carat cushion cut diamond engagement ring, set in yellow gold, evokes a classic, timeless quality with eternal appeal.
The fully-integrated advertising campaign with a primary target of 21-39 year olds, launches digitally on October 15 with Conde Nast, The New York Times, Sports Illustrated, among others, as well as a strong social media presence, with emphasis on Instagram, Facebook and YouTube. Highly rated Television placements also launch in October with live NFL games on ESPN, Holiday movie sponsorships on Hallmark and presence across NBC via The Today Show and NBC Primetime digital streaming properties. Core to the campaign are Millennials and other consumers in their engagement research journey, but a broader audience will be reached through awareness tactics. A special focus on high impact out-of-home/outdoor placements in transit hubs and key cities capitalize on the busy holiday travel and gifting season, with placements including Grand Central Terminal, JFK and LAX airports, and select in-flight TVs. The plan also includes cinema partnerships to tie-in with peak movie season and select print partners.
For retailers and other members of the trade there will be an assortment of customizable and shareable campaign assets including print, digital and social media content. By using the tools to amplify the campaign, retailers can leverage the momentum from the national marketing investment during the key holiday season.