Executed in Print and Film, the campaign for the Diamond Producers Association set out to bring a diamond's 3 billion year odyssey to a new generation of consumers by contrasting it with the human emotion and connection associated with wearing one.

The Diamond Producer Association’s own consumer research had shown them that for younger consumers diamonds had lost much of their traditional symbolism and meaning. We needed to give them a reason to want to choose a diamond, over cheaper or synthetic alternatives. The research also revealed that a majority of customers are unaware that diamonds are the oldest thing they will ever touch or own. We needed them to understand the magic and rarity of a stone that is older than life on Earth, itself.

Live from October 15th 2019 for one month in the US (also ran in India and China) across TV & Cinema, OOH, Print (New York Times, Conde Nast titles and Sports Illustrated) and Social.