A brand telling Zillennials how to be loved? That’s a huge, a very brave challenge. And yet, Worth The Wait, by Arnold Boston for brands, Signet Jewelers and De Beers, leaves you with a feeling of confidence in love – the goal it intended. This has a little to do with the narration, especially its tone of voice, a lot to do with the striking visual decisions – a montage of still images and tiny clips – and its success in telling the story of the pressures and joys of love as couples grow both as individuals and in their relationships without being the “voice of authority”.
That “journey” is meant to mirror the strength and resilience of natural diamonds as they travel from deep in the Earth and are transformed into polished gems to reveal their true beauty. The 90-second film, is in fact a commercial for natural diamonds. Its target market is soon-to-be-engaged Zillennials.
The campaign is built on Signet’s data showing an expected uptick in engagements over the coming years following a post-pandemic lull, the insights on which the campaign is built also reflect the key milestones that Signet tracks as a couple progresses along relationship milestones, such as moving in together, merging finances or even breaking up and then getting back together.
“Across Signet’s banners, we are working to educate customers on their choices and provide transparency as an industry leader in responsible sourcing efforts,” said Signet Jewelers Group president and chief consumer officer Jamie Singleton. “Every natural diamond was formed in a different part of the earth, under different conditions, following its own special path to emerge as a tangible piece of timeless beauty. The Worth the Wait campaign tells the intertwined story between that journey and the rare and unique path each couple’s individual love story takes. It’s a celebration of the hard work and struggles, along with the magic and joy, that contribute to a couple’s lasting, meaningful commitment.”
Sandrine Conseiller, CEO of De Beers Brands, added, “We’re excited to launch this campaign as part of our refreshed approach to natural diamond category marketing to connect a new generation of consumers to the wonder of natural diamonds. While the campaign draws on our track record of iconic natural diamond advertising, it brings an entirely fresh approach grounded in deep insights about the relationships of today’s diverse couples. The premise of the campaign is to celebrate the individual, challenging and rewarding journeys that couples go on before making the momentous decision to get engaged, which is perfectly mirrored by the journey of a natural diamond formed deep within the Earth’s surface. True love, like a true diamond, is forged by fire. Just like each couple’s unique journey to find ‘the one’, a natural diamond is worth the wait.”
The campaign’s 90-second long-form hero film is supported by two 30-second and two 15-second spots, running throughout the UK across social media, online platforms and Signet’s Jared, KAY and Zales banners via online video, social media and storefronts.
