DPA Launches 'Diamond Journey' Campaign

RAPAPORT... The Diamond Producers Association (DPA) has unveiled amultimedia campaign tracing the entire story of a diamond from volcanic eruption to its purchase as jewelry.The new cinematic ads, titled "The Diamond Journey" and ranging from 15 seconds to threeminutes, are part of the organization's "Real Is Rare, Real Is a Diamond" series. The pieces highlight the connection between diamonds and life's most intimate moments, the DPA explained. (See the three-minute video at the end of this story.)"'The Diamond Journey' tells the timeless and epic story ofnatural diamonds in a new and modern way," DPA CEO Jean-Marc Lieberherr saidMonday. "We know from research that the majority of consumers are unaware thatdiamonds are the oldest thing they will ever touch or own -it's a powerful message that resonates." To reflect this, the DPA will use the taglines "Three Billion Years in the Making" and "Before There Was Life, There Were Diamonds."The film was directed by Ian Pons Jewell -whose commercial portfolio includes Nike, Audi and Lexus -and features music from Oscar-winning musician Atticus Ross. The full three-minute video shows a volcanic eruption that creates a diamond; the first stone being discovered in a cave; the first diamond-engagement proposal, between Archduke Maximilian of Austria and Mary of Burgundy; modern-day couples; and, eventually, a woman on aspaceship. The campaign targets consumers aged 21 to 39. It will launch digitally on October 15 in partnership with publisher Conde Nast, The New York Times, and Sports Illustrated. It will feature as television placements on the Hallmark Channel and on ESPN during NFL games, as well as with screenings in movie theaters and on social media. It will also appear intransit hubs, including New York's Grand Central Station and JFK airport, andLAX airport in Los Angeles.Image: A still shot from the new DPA campaign. (Diamond Producers Association)