By Lenore Fedow
The advertising campaign’s assets include a 3-minute video and more than 100 supplementary visuals for social media sharing.
New York—The Diamond Producers Association released its latest campaign, following the journey of a natural diamond over 3 billion years.

Its new campaign, titled “The Diamond Journey,” is part of its “Real is Rare, Real is a Diamond” platform, the organization’s effort to promote natural diamonds.

The highlight of the campaign is a three-minute video, directed by Ian Pons Jewell, chronicling the story of the diamond from its geological formation to the finished product, a 2-carat cushion-cut diamond engagement ring set in yellow gold.

The stone’s story begins in the caves of ancient India—where it is found in its rough form— traveling along the Silk Road, making its way through Austria and, finally, to modern times.

Several couples from various times and places throughout history are featured in the video, all connected by the classic diamond engagement ring.

WATCH: “The Diamond Journey” Ad from DPA

“’The Diamond Journey’ tells the timeless and epic story of natural diamonds in a new and modern way,” said DPA CEO Jean-Marc Lieberherr in a press release.

Lieberherr added their research found most consumers don’t know diamonds may be “the oldest thing they will ever touch or own.”

The DPA will drive that point home with its tagline “3 Billion Years in the Making” across all assets and will also use “Before there was life, there were diamonds” in some instances.

The video is available on the “Real is Rare, Real is a Diamond” website, alongside details about the historical and symbolic references featured throughout the campaign.

“The Diamond Journey” is the third major campaign under “Real is Rare” in the U.S. but the fourth DPA campaign, including its “For Me, From Me,” campaign, which focused on women who buy jewelry for themselves.

Additional campaign assets include 60-, 30- and 15-second videos, a series of portrait and landscape still visuals and more than 100 supplementary visuals for social media, including 6- and 10-second videos.

The social media aspect of the campaign will focus on Instagram, Facebook and YouTube.

The target demographic is 21- to 39-year-olds, with ads launching digitally on Oct. 15 with Conde Nast, The New York Times and Sports Illustrated, as well as ads with select print partners.

TV ads will also launch in October, featured during live NFL games on ESPN, holiday movie sponsorships on Hallmark and on NBC via The Today Show and NBC Primetime digital streaming properties.

The campaign will grab the attention of holiday travelers via placements in New York’s Grand Central Terminal and at JFK and LAX airports, including on select in-flight TVs.

The DPA will also partner with select cinemas to show ads during peak movie season.

Retailers can access customizable and shareable campaign assets—including print, digital and social media content—via the DPA’s website.

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