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De Beers Forevermark latest advertising film, ‘It’s A Long Journey To Become The One’, has been awarded Third Prize Award at the New York Festivals International Advertising Awards in the Film Craft, Cinematography category.
Created by advertising agency J. Walter Thompson Italy, the new campaign was created to celebrate the relaunch of the slogan ‘A Diamond Is Forever’.
Stephen Lussier, CEO of De Beers Forevermark comments: “De Beers Forevermark’s name is built on the line and we wanted to invigorate the slogan with new purpose and connect it to what makes De Beers Forevermark diamonds special. J. Walter Thompson captured the essence of our brand and our rigorous selection process in an innovative and disruptive way. ”
The commercial uses a man’s extraordinary journey in the quest for his loved one as a metaphor for the rigorous journey a diamond undergoes to become a De Beers Forevermark diamond.
Filmed with the intensity and technical accomplishment of contemporary adventure films, the campaign was very well received in the US, India and Turkey, appealing to a younger and wider audience.
The commercial can be viewed on De Beers Forevermark’s website: www.forevermark.com/en/our-diamonds/the-one/
It will be rolled out in other countries in the upcoming months.
New York Festivals International Advertising Awards® is recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications. The 2016 International Advertising Awards competition received entries from more than 80 countries around the globe. The International Advertising Awards has the largest, most creative judging system in the world. Its Executive July comprises some of the most awarded Chief Creative Officers.
The winners were announced at a gala event held at the Lincoln Center's in New York City on May 20th.
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Notes to Editors:
ABOUT DE BEERS FOREVERMARK
Every De Beers Forevermark diamond undergoes a journey of rigorous selection. Our unique inscription is an assurance that every De Beers Forevermark diamond meets the exceptional standards of beauty, rarity and is responsibly sourced.
DE BEERS FOREVERMARK DIAMONDS ARE BEAUTIFUL: BEYOND the 4C’s
De Beers Forevermark goes beyond the standard 4Cs to select diamonds that are among the most beautiful in the world. Assessing the inherent quality of the rough diamonds, the quality of the polished, De Beers Forevermark also applies cutting and polishing standards far stricter than the industry norm.
DE BEERS FOREVERMARK DIAMONDS ARE RARE
Less than one percent of the world’s diamonds are worthy of the De Beers Forevermark inscription.
DE BEERS FOREVERMARK DIAMONDS ARE RESPONSIBLY SOURCED
Each De Beers Forevermark diamond is responsibly sourced and embodies our principles of integrity, opportunities for women and our dedication to protect the natural world.
The inscription is an assurance of the physical integrity of our diamonds throughout their journey, as well as the conscientious integrity with which we run our business.
DE BEERS FOREVERMARK INSCRIPTION & GRADING
Invisible to the naked eye, the inscription is made using bespoke technology from The De Beers Group of Companies. Featured on the personalised De Beers Forevermark Diamond Grading Report which comes with every De Beers Forevermark diamond, the individual identification number inscribed on each De Beers Forevermark diamond is just 1/5000th the width of a human hair. It can only be seen using a special De Beers Forevermark viewer at Authorised De Beers Forevermark Jewellers.
De Beers Forevermark is the diamond brand from The De Beers Group of Companies and benefits from over 128 years of diamond expertise. De Beers Forevermark diamonds are carefully selected and come from sources committed to high standards; they are beautifully crafted by a select group of Diamantaires and exclusively available from select Authorised De Beers Forevermark Jewellers.
For more information and to find your nearest Authorised De Beers Forevermark Jeweller offering De Beers Forevermark Grading Reports, go to www.forevermark.com.