I am proud to share with you the next phase of our relaunch as the Natural Diamond Council – the debut of our new global advertising campaign, For Moments Like No Other. Filmed in July in coastal Portugal, the campaign celebrates the many emotional connections created by diamond jewelry, something that research shows will resonate strongly as we emerge from the current crisis.
The campaign marks a number of firsts for the NDC. In addition to featuring our first Hollywood headliner, it is the first celebrity-fronted campaign for a diamond group (brand agnostic). This is also the first campaign dedicated to NDC’s “Only Natural Diamonds” platform, and the first marketing initiative by the NDC to showcase such a diverse roster of jewelry designers that work with natural diamonds in exceptionally modern ways.
Ana de Armas is a rising Hollywood star. She’s following her Golden Globe nominated performance in Knives Out with a starring role in the upcoming James Bond blockbuster, No Time To Die. She shines throughout this multipart campaign that celebrates beautiful natural diamond jewelry and its significance across different relationships- love, freedom, friendship and family- for meaningful moments like no other, whether big and small. The campaign ushers in the next chapter for natural diamonds, one that is exciting, energetic, and driven by connection and experience.
Ana is a true talent, and the dynamism she exemplifies is exactly what we seek to do daily in our support of the natural diamond industry. This campaign redefines traditional diamond moments, celebrating a variety of personal connections with these natural stones. It’s a more contemporary approach to the diamond dream.
The campaign’s 30-second hero spot airing at the Emmys will be complemented by a series of shorter video segments, spotlighting the various relationships portrayed from the clip. Ana is seen in laid-back outdoor settings with friends, with a parent, and with a partner. In this, a fresh, opened-up association continues to be emphasized: diamonds are not solely the purview of romantic interests or formal occasions. They are meant for every type of connection.
A selection of the designers and brands featured in the campaign, all of which use diamonds from the Natural Diamond Council’s producers, include: Anita Ko, KATKIM Fine Jewelry, 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, Nikos Koulis and more.
We will also distribute campaign materials through our owned channels, including our campaign website, which includes behind-the-scenes footage and an interview element with Ana, as well as comprehensive information about the brands and designers that are featured.
I also encourage you to visit our Diamond Professionals marketing portal for access to an array of industry resources including customizable marketing materials and e-learning programs.