The Natural Diamond Council, an person facing organization that represents the sector’s greatest diamond miners, has unveiled its first celeb campaign starring Golden Globe nominated actress, Ana de Armas. Its tagline is “For Moments Love No Other.”
De Armas no longer too long ago obtained a Golden Globe nomination for her position in Knives Out, and can soon seem as “Paloma” within the upcoming James Bond film, No Time to Die. She has 3.4 million Instagram followers, which is critical to attain younger customers, said David Kellie, CEO of the NDC, at some stage in a Zoom match Wednesday morning introducing the campaign to the jewellery industry.
“In case you dominate digital communications channels you catch a mountainous enterprise impact,” Kellie said.
The actress is the point of hobby of the peaceable multipart campaign, which highlights the versatile fantastic thing about natural diamonds. The campaign used to be developed to catch a good time the connections with which natural diamonds are feeble or exchanged, and to bring awareness to the Natural Diamond Council’s “Easiest Natural Diamonds” on-line platform for customers.
The campaign used to be filmed in July in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans. This might well well well even be launched on September 20 at some stage within the first digital Emmy Awards. Teasers will seemingly be dropped within the weeks leading up to the ceremony and files in regards to the campaign will seem on NDC’s web space.
De Armas appears in a 30-2nd important commercial and several other smaller spots. To boot to, to the film there’ll seemingly be a still visuals.
The campaign’s 30-2nd space airing at the Emmys will seemingly be complemented by a series of shorter video segments, spotlighting the a bunch of relationships portrayed from the clip. She is viewed in laid-succor start air settings with friends, with a guardian, and with a accomplice. The storyline is that diamonds are no longer exclusively the purview of romantic interests or formal times. They’re meant for every invent of connection.
“Ana is a correct skill, and the dynamism she exemplifies is precisely what we set a question to to scheme day after day in our toughen of the natural diamond industry,” Kristina Buckley Kayel, NDC managing director said in a assertion. “This campaign redefines outmoded diamond moments, celebrating a fluctuate of private connections with these natural stones. It’s a extra contemporary components to the diamond dream, for meaningful moments substantial or shrimp.”
Designers and producers featured within the campaign, all of which utilize diamonds from the Natural Diamond Council’s producers, comprise: Anita Ko, Katkim Gorgeous Jewellery, De Beers Jewellers, Ana Khouri, Delfina Delettrez, Gabriel & Co, Zoe Chicco, Eriness, London Jewelers, Jade Trau, Lorraine Schwartz, Suzanne Kalan, Fernando Jorge, Vanleles, Foundrae, Marla Aaron and Nikos Koulis.
The video and accompanying print, show and digital adverts characteristic de Armas in a barefoot birthday celebration in a aromatic vineyard at sundown alongside the Portuguese cruise whereas wearing diamond baguettes that glows within the humdrum solar. It’s miles driven by “connection and experience,” the NDC says.
This peaceable campaign marks a preference of firsts for the Natural Diamond Council. To boot to to welcoming its first Hollywood headliner, it is the first celeb-fronted campaign for a diamond group. Right here’s also the first campaign dedicated to the Easiest Natural Diamonds platform, and the first marketing and marketing initiative by the NDC to showcase the kind of various roster of jewelry designers that work with natural diamonds in contemporary programs.
Following its Emmys debut, the campaign will seemingly be featured in predominant print publications and on-line publications. To boot to, this will seemingly be featured on non-linear TV. The Natural Diamond Council can even distribute campaign offers thru its owned channels, together with its web space, that can characteristic within the succor of-the-scenes footage and an interview ingredient with de Armas, as smartly as entire files in regards to the producers and designers that are viewed. The campaign could well catch a global presence, also working within the UK, China and India.
The campaign will inch thru Mom’s Day 2021, Buckley Kayel said at some stage within the Zoom match. Kellie provides that the organization anticipates to be working with de Armas previous the dwell of the campaign.