Forevermark brings the diamond journey to life through an epic story

Conceptualised by JWT Italy, the campaign highlights Forevermark's rigorous selection process in the pursuit of the most rare and most beautiful diamonds

BestMediaInfo Bureau | Mumbai | October 5, 2015

Click on the image to watch the TVC.

Forevermark, the diamond brand from the De Beers Group of Companies, has rolled out a new ad campaign in India – 'It's A Long Journey to Become the One'.

The campaign reveals Forevermark's rigorous selection process in the pursuit of the most rare and most beautiful diamonds. “Less than 1 per cent of the world's diamonds are worthy of the Forevermark inscription”, states the ad. The unique inscription is an assurance that every Forevermark diamond meets exceptional standards of beauty, rarity and is responsibly sourced.

Developed by J. Walter Thompson Italy, the new campaign embodies one's endeavour and pursuit for the best. Represented by mankind, the campaign reveals the long journey of a Forevermark diamond.

The new campaign also celebrates the relaunch of the slogan 'A Diamond is Forever'. Bringing back the legacy of the historic slogan, the campaign gives the line new meaning and relevance to today's consumer. The line reflects one's aspiration in pursuing the best through their life, for themselves and their beloved ones.

Stephen Lussier, CEO, Forevermark, De Beers, commented, “Forevermark's name is built on the line, 'A Diamond is Forever', and we are proud to bring this incredible equity back. This campaign invigorates it with a new meaning: as an innovative brand, Forevermark entrusts its history to embrace its future.”

He further said, “Our dedication to sourcing and inscribing only the most beautiful diamond is brought to life through this new campaign.”

Enrico Dorizza, Chairman, J. Walter Thompson Italy, added here, “We wanted to reveal the story behind a Forevermark diamond: a long journey that started deep within the Earth billions of years ago and continues through a meticulous selection process. We elaborated a metaphor playing on the parallel between mankind and diamonds, bringing the diamond journey to life through an epic, spectacular story. This campaign challenges classic diamond advertising – embodying diamonds through mankind. It is a tribute to the expertise and craftsmanship essential to reveal the beauty of a Forevermark diamond.”

The TVC went on air on September 28, 2015 and is supported by digital and social media elements using the hashtag #TheOne.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Forevermark

CEO: Stephen Lussier

Creative agency: J. Walter Thompson

Chairman: Enrico Dorizza

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