CLIENT
Diamond Trading Company
David Lamb, WW Mktg. Dir.
Dominic Brand, Deputy Mktg. Dir.
Richard Lennox, EVP - Global Mktg.
AGENCY
Sarah Fitzharding , Account Planner
Angela Buck, Producer
Terry Brogan, Producer
Chris D'Rozario, Executive Creative Dir.
Ed Evangelista, Executive Creative Dir.
Howard Lenn, Copywriter
Glenn Price , Art Dir.
Colby Shergalis, Core Program Dir.
Sara Deutsch, Core Program Mgr.
SUMMARY
The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distracted by deals on trendy electronics. In spite of these challenges, the agency developed a plan that grew diamond sales 6%. The key: appeal to men's deep desire to be her hero. The What Would You Do for Love?campaign traces one man's arduous journey home to his wife for Christmas, culminating with an emotional gift of diamonds.
