De Beers has announced a new global campaign to mark a “new chapter” in the company’s 133 year long history.
The new campaign is centred around the statement ‘I do.’ to “emphasise the importance” of this commitment to “ourselves, to one another and the wider world”.
The campaign features a range of diamond jewellery from across its two Houses, De Beers Jewellers and De Beers Forevermark, as “symbols of these promises”. The diamonds can be worn by customers as talismans individually and collectively.
The multi-channel campaign is shot mainly outdoors, in forests, in open fields and by the sea. De Beers said the campaign “embraces diversity in its casting, both via couples and individuals, and in the commitments it represents across a variety of vignettes”.
Messaging for the campaign is centred around topics including “staying true to oneself, not compromising, fighting for one’s beliefs and celebrating nature”.
Bruce Cleaver, CEO of De Beers Group, said: “Today we see a new generation of consumers who wish to communicate a wider commitment: a commitment to their own personal development, to their friendships, to their families, to society, and to the natural world.
“The meaning of ‘I do.’ has expanded and it’s more relevant than ever – and diamonds have a broader spectrum of meaning than ever before. With our new ‘one De Beers’ vision, which encapsulates the essence of our brand’s purpose and enables consumers to interact with it in new ways, we see an exciting opportunity to shape the future of diamonds.”
Celine Assimon, CEO of De Beers Jewellers and De Beers Forevermark, said: “The launch of the campaign marks a turning point for De Beers, and paves the way for our ongoing commitment to being a purpose-driven company.
“We lead by example, committing to creating a positive impact in the places where our diamonds are found, and for the people that connect with them along their journey.”