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De Beers
Millennia May Come and Go, But a Diamond Is Forever

RAN IN: United States

CLIENT
De Beers- CSO

AGENCY
JWT New York *Lead Agency


SUMMARY

As the Millennium approached, we set out to invest a unique point in time with the weight of a cultural imperative. The challenge was no less than to attempt to own the Millennium itself in the minds of consumers...to convince them that nothing could more eloquently express their hopes for the future than the brilliance of a diamond. We crafted a massive campaign to surround the audience at every point of contact with vivid expressions of this message--from ads to gala celebrity events to entertainment to the Internet to fashion runways.


Language: English