The Diamond Producers Association (DPA) has today launched a major new global campaign, 'The Diamond Journey,' which takes people on the journey of a diamond throughout the ages. The … read moreDPA is an international alliance of the world's leading diamond mining companies who work towards maintaining and enhancing consumer demand and confidence in diamonds. The new campaign, created by BBH, London, aims to engage a new generation of consumers through telling the epic journey of the stone, and contrasting it with the human emotion and authenticity associated with wearing a diamond. At the heart of the campaign is a three minute blockbuster film, shot in Georgia, which is the result of a unique collaboration between client, BBH London, and Academy. The campaign is an unprecedented, cinematic telling of the natural diamond story, written and directed by award-winning director Ian Pons Jewell. 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.
read less...
