The Diamond Concierge: The 5th C

Australian men are invited to forget about trying to learn all things cut, colour, clarity and carat weight and call on the 5th C for their next diamond purchase, the first brand campaign for The Diamond Concierge, via McCann Queensland.
The campaign which introduces the only 'C' you need to know when shopping for a diamond, the online retailer’s 'Diamond Concierge' is here to share his wealth of knowledge for men who find themselves lost in the search for the perfect stone for a loved one.

A tongue-in-cheek take on the complex world of diamonds and the jewellery industry, the 5th C adds an element of humour to a typically serious topic.

Benjamin Davis, Executive Creative Director, McCann Queensland says: “Deliberately silly, but leveraging a very real truth, the 5th C is here to help those less experienced when it comes to diamond shopping. In a complex category with a very steep learning curve on the path to purchase, we want to reassure customers that the Diamond Concierge can make the whole process supremely easy. There whenever you need him, the 5th C is readily and always available. If you live 30 minutes away….he’ll be there in ten.”

Part Mr Wolf from Pulp Fiction, part Daniel Craig’s murderously suave James Bond, the 5th C is everything you ever need to know about diamonds.