As its early bird deadline approaches, the Gerety Awards has launched its call for entries campaign created by Chilean based agency, Inbrax, and the idea that All ideas can write history. The criteria is creativity.
With a nod to the awards namesake Francis Gerety who coined the slogan, A diamond is forever, the film starts with the important question: What is an idea?
All ideas have the chance to shine at Gerety, just like diamonds.
The print campaign depicts a pen with a head of a diamond, in reference to the pen of Frances Gerety writing the longest running slogan for De Beers in 1947.
Inbrax won Chile’s first Gerety Award in 2023. Co-founder and CEO Carolina Pinheiro has represented the country as a Grand jury member and was also the president for the LATAM executive jury in 2024.
She explained the concept for the Gerety Awards 2025 campaign, “The Gerety Awards were inspired by Frances Gerety and this connected with me very much so the first thing I thought about was how to give our campaign that same elegance and timeless appeal, to keep France’s DNA. This is what I shared with my team, and I think they got it. The diamond is at the centre and the diamond constructs the idea.”
“Right after we found the main idea, ‘The criteria is creativity, the rest is history’,” added Pancho González, co-founder & chief creative officer, Inbrax. “It highlights what really matters when we are looking for the benchmark in creativity for the business. The trophy has a diamond right on its top, which is linked to Frances Gerety. We know what a diamond represents. It is hard, it’s expensive, it’s luxury, it shines. Would you like to have that diamond on your shelf? And make your work shine? So, we created the narrative around the diamond, using the lines of the diamond and the purple colour from Gerety, and created a series of statements linked to it.”
This year’s jury includes a record 245 judges from 50 different countries. The awards are open to all advertising agencies, advertisers, studios and production companies worldwide. The only judging criteria is originality of the idea and creativity in its execution.
Named for Frances Gerety, the copywriter who in 1948 coined the slogan, A diamond is forever, the Gerety Awards brings together a jury to select the best in advertising from a powerful perspective, and gives a business case for good advertising. Gerety celebrates campaigns that are not only award-worthy but ones that resonate with the world’s most powerful consumers.
Take advantage of the early bird deadline until Friday, March 7.
