Not a story as such, but eminently engaging nonetheless, De Beers Group’s Forever Present, is a montage of what a diamond gift means to various people. The campaign, that has launched in the US for gift giving season, highlights the desirability of a natural diamond and reawakens the brand’s famous A Diamond is Forever tagline following its reintroduction to De Beers’ category marketing activities last year.
The Forever Present campaign, built with real-life couples, points to the value of family, friend and romantic relationships, under the premise that ‘natural connections deserve natural diamonds’, making them the ideal choice for celebrating special moments with special people. The campaign reinforces the notion that natural diamonds are a store of emotional value that enable precious memories to remain ‘forever present’.
It will run nationally throughout the US across digital platforms, social media including Instagram and TikTok, and out-of-home including major airports. To enhance its reach and impact and support US independent jewellery retailers, the campaign assets will also be made available free-of-charge to retailers planning to invest in natural diamond marketing this holiday season.
Sandrine Conseiller, CEO of De Beers Brands, stated, “De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades. We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines, A Diamond Is Foreve, this holiday season. With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds, positioning them as the perfect choice for celebrating life’s most cherished milestones”.
The Forever Present campaign follows the recently launched Worth the Wait campaign, a collaboration between De Beers Group and Signet Jewellers. While Worth the Wait is focused on soon-to-be-engaged Millennial and Gen Z audiences, Forever Present appeals to all gift-givers.
Credits:
De Beers:
CEO of De Beers Group Brands: Sandrine Conseiller
Natural Diamonds Marketing Lead: Sally Morrison
Strategy, A Diamond Is Forever: Emmy Kondo
Marketing Manager, De Beers Group: Nicole Skolnick
Agency: Arnold Worldwide
Chief Creative Officer: Sean McBride
SVP, Group Creative Director: Donnell Johnson
VP, Creative Directors: Lea Platz, Doug Harry
Copywriters: Caroline Monday
Art Directors: Cassondra Bazelow
Sr. Designer: Joyce Shi
Executive Producer: Whitney Bogosian
Senior Editor & Producer: Will Gregg
EVP, Marketing Director: Mike Parseghian
Marketing Manager: Kaitlin Tracy
Associate Marketing Manager: Maddy Balter
VP, Director Project Manager: Cybil Morin
Senior Project Manager: Abbe Medeiros
Director of Business Affairs: Elyssa Ahern
Production: RadioAktive Film
Director & Photographer: Norman Wong
DoP & Photographer: Evan Prosofsky
Line Producers: Amalie Bruun
Executive Producers: Sasha Bevka, Eugene Mikhailyuk
VFX & Post-Production: ELMNTL
VFX Creative Director: Martin Waller
VFX Artist: Mustafa Pertev
VFX Producer: Alasdair Patrick
Grade: Henry Howard
Colourist: Henry Howard
Record & Mix: Soundtrack
Sound Mixer & Designer: Mike Secher
