Building emotional connection for luxury jewellery brand

Strategy and global integrated advertising campaign creating fresh emotional engagement for the jewellery division of the world’s largest diamond company.

  • Strategy

    Brand Strategy

  • Design

    Art Direction, Print, Film, Digital

  • Client

    De Beers Jewellers


Shift perception from a ‘brand I trust’ to a ‘brand I love’

De Beers’ own research indicated it could improve its brand empathy with consumers, so they asked us to launch a global campaign to tackle this issue and increase brand awareness.

We devised When Only Forever Will Do – an emotionally-led brand campaign showing that truly significant moments demand truly special diamond jewellery.

The campaign featured four real De Beers customers from around the globe – telling the stories of their special ‘forever’ moments and what led them to celebrate these with their particular De Beers diamond jewellery piece.

Integrated Campaign Elements

Print advert
Films for social and
digital marketing
Real De Beers
Digital advertising campaign for De Beers Jewellers
Women of Forever: Yumi
Digital advertising campaign for De Beers Jewellers
Creators of Forever


Fully integrated
global campaign.

This fully integrated campaign included print, OOH, film, digital, social and in-store. There were a huge number of assets and all were created in 4 languages and supplied to De Beers key markets for activation along with a campaign toolkit providing guidance for local asset adaptation.

Brand and campaign guidelines for De Beers
230 page campaign guidelines created in French and English
Digital social advertising content for De Beers

Let’s collaborate

Send us an email, to discuss a project.

We make brand campaigns go further with unique ideas crafted by an agile team of integrated creatives and producers.

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