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Diamonds are Forever-mark

The focus of the new global campaign, created by JWT London and directed by Benjamin Millepied, the French dancer and choreographer who choreographed Black Swan, is to drive awareness of the brand’s commitment to beautiful, rare and responsibly sourced diamonds

BestMediaInfo Bureau | Mumbai | October 27, 2014

Diamonds Click on the image to watch the TVC.

Forevermark, the diamond brand from the De Beers Group, has launched its new global campaign which aims to inspire people to renew their belief in the power of a promise and celebrate life’s most meaningful promises with a Forevermark diamond. The campaign has been created by JWT London.

In a world where promises are increasingly disposable, the campaign showcases how a Forevermark diamond reflects a strong and enduring promise which will stand firm through a couples’ life together.

The film offers a romantic black-and-white preview of our hero and heroine’s joint journey. Their hands stay connected throughout reflecting the promise they have made and which will never be broken. The beautifully choreographed 40-second long TVC narrates the story of a man and a woman as they meet in a crowded city. The video captures their journey through the city, their clasped hands symbolising their lasting promise to each other. They never let go, no matter what they encounter on their journey. We see the couple return to where they first met and the man places a Forevermark diamond ring on her finger to seal the promise. It ends with the voiceover saying: ‘Believe in the power of promise, Forevermark, the diamond, the promise.’

Costantino Papadimitriou, Vice-president of Brand Strategy and Innovation, Forevermark, said, “This is a powerful campaign that will really resonate with consumers. A promise is founded in trust, commitment and love, and when made between two people, it should last forever. A Forevermark diamond that is inscribed with its own enduring promise is the ultimate symbol to celebrate this bond.”

Shot in the beautiful location of Berlin, the commercial is directed by dancer and choreographer Benjamin Millepied, who is best known for his work on the Oscar winning film, ‘Black Swan’. He is the Incoming Director at the Paris Opera Ballet.

A social media initiative to support the campaign has been launched by inviting consumers to rediscover the simple, powerful gesture of holding hands and the promise that it conveys. Consumers can share their images and stories on www.languageofholdinghands.com or by using the hashtag #HoldMyHandForever on social media.

At the heart of Forevermark is a driving belief that a promise is a powerful and precious thing that should never be broken and the focus of the new campaign is to drive awareness of the brand’s own promise, a commitment to beautiful, rare and responsibly sourced diamonds.

Comprising print, outdoor, digital and television advertising, the campaign will showcase Forevermark diamonds in classic designs and diamond jewellery from Forevermark’s Cornerstones collection.

The TVC:

[youtube]https://www.youtube.com/watch?v=Q3_EXusFkJU[/youtube]

Credits:

Creative agency:   JWT London

Executive Creative Director: Russell Ramsey

Art Director: Claudia Southgate

Copy Writer: Verity Fenner

TV Producer:  Rebecca Hunter

Planner (creative agency): Courtney Sikes

Global Director in Charge: Louise Whitaker

Account Director: Rebeca Hernandez

Project Manager: Verity De Courcy Norman

Director: Benjamin Millepied

Production Company: Rattling Stick

Editor: Work / NineteenTwenty

Sound: Jungle

Info@BestMediaInfo.com

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