A new “Real is Rare” advertising campaign was launched at the 18th Annual Latin Grammy Awards by the Diamond Producers Association (DPA).
A modern view on love and diamonds called “The Reveal” was one of two new video, while “The Other Party” was shown on ABC’s broadcast of the 2017 American Music Awards.
The campaign also includes several images for print, digital, and in-store use and was developed together with the DPA’s creative agency, Mother New York.
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.
Deborah Marquardt, DPA’s Chief Marketing Officer, said: “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.”
Meanwhile, Tanya Dukes, who styled the campaign, explained, “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.”
Jewelry was provided by Harry Kotlar, Pluczenik, Kwiat, Mimi So, Michelle Fantaci, and De Beers Diamond Jewellers.
