New $11 million campaign for natural diamonds

7.2 k views | Posted October 11, 2019 | By Arabella Roden • Former editor

The Diamond Producers Association has unveiled its latest advertising campaign ‘The Diamond Journey’, part of the organisation’s overall ‘Real is rare, real is a diamond’ marketing strategy.

The DPA announced it will spend $US11 million ($AU16 million) over the next three months on this latest campaign, which emphasises the dramatic formation and billion-year history of the stones.

“’The Diamond Journey’ tells the timeless and epic story of natural diamonds in a new and modern way. We know from research that the majority of consumers are unaware that diamonds are the oldest things they will ever touch or own”

Jean-Marc Lieberherr, DPA

At the heart of the campaign is a three-minute commercial from Spanish director Ian Pons Jewell, who has previously directed ads for Nike and Audi. The clip traces a diamond’s explosive formation in a volcano, its discovery by a Bronze Age woman, being traded, cut and polished throughout the centuries, before finally being set in a ring and used for a modern-day proposal.

It concludes with the tagline, “Three billion years in the making”.

Jean-Marc Lieberherr, CEO DPA, said, “’The Diamond Journey’ tells the timeless and epic story of natural diamonds in a new and modern way. We know from research that the majority of consumers are unaware that diamonds are the oldest things they will ever touch or own.

“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,” he added.

The full commercial can be viewed at realisadiamond.com, while shortened versions will air on US TV and online.

Retailers can access associated print, digital and social media content at the DPA website.