Diamonds are forever. That's according to De Beers Group, which is tying the emotional resonance of natural diamonds to personal connections.
"Desert diamonds," the new campaign by Arnold,
is touting the stones, in desert hues of sunlit whites, champagne tones and amber, as symbolic of relationships: familial, friendship, romantic and with ourselves.
Three 30-second spots, “Unexpected,” “Unlike Anything” and “You,” illustrate the desert's beauty.
This campaign builds on De Beers’ "A Diamond Is Forever" platform,
including the "Forever Present" 2024 holiday work. Donnell Johnson, SVP group creative director, Arnold, said: “Desert diamonds are for all the many shades of love out there. Our goal was to
create various ‘love letters’ celebrating both the uniqueness of these insanely, beautiful natural diamonds to the insanely, beautiful people they’re for.”
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The
integrated campaign launches nationally across broadcast and CTV, digital, and social media platforms, including Instagram and TikTok. Additional elements include OOH, print, and audio. To reach the
widest audience, spots run during high-profile sports shows, such as Monday Night Football, marquee SEC and Big Ten college football match-ups, NHL games, and key MLB events, like Game 3 of the World
Series on ESPN, ABC, CBS, Fox, TNT, FS and TBS.
Later this month, OOH takeovers will appear in Los Angeles and New York, featuring a full Rockefeller Center Station domination and a 3D
billboard in Times Square. There are also premium placements across streaming platforms.
Desert diamonds is positioned as a contrast to the commoditized nature of lab-grown stones.
Sally Morrison, natural diamonds market lead, De Beers Group, added: "The ‘Desert diamonds’ campaign marries the natural beauty of the product itself with the core understanding that
consumers crave authenticity and recognition of what makes them unique."