Mumbai: DPA launches its new Real is Rare, Real is a Diamond campaign,‘The Diamond Journey’.The campaign is an unprecedented, cinematic telling of the natural diamond story. From genesis to finished jewelry, the remarkable journey of a diamond plays out across time and space. 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.
At the epicenter of the campaign is a 1-minute hero film that depicts the journey of a diamond from creation, how they are the ideal heirlooms across ages ®ions, and ending with its continued relevance even in the future. The suite of assets that live alongside the film will be the focus of the multichannel media campaign comprising 30 and 15 second videos. The campaign assets also include 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.
The assets can be viewed here.
Richa Singh, Managing Director – India, Diamond Producers Association said, “The Diamond Journey’ poetically depicts the little-known truth that diamonds are the most ancient treasure that most consumers will ever touch or own; being older than life itself. It is a powerful message captured by the tagline‘3 Billion Years in the Making’. This cinematic campaign offers a glimpse into the legacy of natural diamonds; from their geological formation, the transformation from a rough to a polished diamond, to their journey through the ages into becoming the perfect symbols of love and everlasting heirlooms. We strongly believe that this message will resonate with consumers and make them fall in love with diamonds all over again.”
The campaign was developed in partnership with creative agency BBH London. The film was directed by Ian Pons Jewell, whose impressive commercial portfolio includes Nike, Audi, Lexus and Michelob, and features music from Oscar-winning musician, Atticus Ross. Pons Jewell shared “It’s hard to describe how special this project is. The chance to write something bespoke to a brief at this scale is extremely rare. But rarer still to have the chance to tell the story of a naturally occurring element. 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.
Additionally, there are supplementary visuals from the campaign that will be utilized primarily for social media.
The robust and fully integrated advertising campaign with a primary target of 25-40 year olds, was launched digitally on December 1 with Conde Nast&Times Of India, as well as a strong social media presence, with emphasis on Instagram, Facebook and YouTube. The reach will be amplified with a high impact campaign on leading OTT platforms. A broader audience will be reached through awareness tactics like high-visibility print ads & ample PR support. A special focus on high impact out-of-home placements in transit hubs capitalize on the busy holiday travel and gifting season, with placements including Mumbai & Delhi airports.
