New Campaign from DPA Takes Viewers on an Epic Journey

New Campaign from DPA Takes Viewers on an Epic Journey

The new campaign unveiled by the Diamond Producers Association (DPA) as part of its “Real is Rare, Real is a Diamond” platform recounts the epic journey of a natural diamond, three billion years in the making.

“The campaign is an unprecedented, cinematic telling of the natural diamond story,” DPA explained when launching the campaign dubbed ‘The Diamond Journey’. “From genesis to finished jewellery, 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.”

“‘The Diamond Journey’ tells the timeless and epic story of natural diamonds in a new and modern way,” said Jean-Marc Lieberherr, CEO of the DPA. “We know from research that the majority of consumers are unaware that diamonds are the oldest thing they will ever touch or own – it’s a powerful message that resonates and one this campaign celebrates with the tagline ‘3 Billion Years in the Making’ across all its assets and, in some instances, also includes ‘Before there was life, there were diamonds’.”

Lieberherr continues to say, “This cinematic campaign invites the viewer to discover the legacy of natural diamonds from their geological formation, their transformation from rough to polished and their journey through human history to becoming an ultimate embodiment and symbol of love, connection, and heirloom.”

The campaign was developed in partnership with creative agency BBH London. The film was directed by Ian Pons Jewell, whose impressive commercial portfolio includes brands such as Nike, Audi, Lexus and Michelob; and features music from Oscar winning musician, Atticus Ross.

Pons Jewell commented: “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.”

The campaign, which chronicles the transformation of a beautiful rough diamond from discovery to the ultimate representation of love, commitment and meaningful moments, has at its heart a two-carat cushion cut diamond engagement ring, set in yellow gold. Its design “evokes a classic, timeless quality with eternal appeal”, DPA said.

Centrestage of the campaign is a three-minute “hero film” that will be seen on the Real is Rare, Real is a Diamond’s website at The first phase of the redesign and re-launch of the website has been planned to coincide with the launch of ‘The Diamond Journey’.

“In addition to housing the full version of the film, the website details the historical and symbolic references featured throughout,” DPA elaborated. “The suite of assets that live alongside 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.”

Apart from all this, there are over a hundred supplementary visuals from the campaign that will be used primarily for social media, and as 6 and 10 second videos.

The campaign will have its digital premier on October 15 with Conde Nast, The New York Times, Sports Illustrated, among others; it will also have a strong social media presence, with emphasis on Instagram, Facebook and YouTube. The “robust and fully integrated advertising campaign” has as its primary target audience, persons between 21 to 39 years of age. While Millennials are the core audience for the campaign, a broader audience will be reached through awareness tactics.

“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,” DPA outlined.

There will be a special focus on “high impact” out-of-home/outdoor placements in transit hubs and key cities, capitalising on the busy holiday travel and gifting season. These placements will include those in places such as the Grand Central Terminal; JFK and LAX airports, and select in-flight TV programmes. The plan also includes cinema partnerships to tie-in with peak movie season; and select print partners.

And that is not all. “For retailers and other members of the trade there will be an assortment of customisable and shareable campaign assets including print, digital and social media content that can be accessed at,” DPA announced. “By using the tools to amplify the campaign, retailers can leverage the momentum from the national marketing investment during the key holiday season.”

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