De Beers – Temporary versus Forever


“A diamond is forever”

It's a classic line that draws to mind number of images; sparkling stones and beaming couples embracing against icy, pastoral settings, to name a few. And while the insight that diamonds endure is a timeless one, the line. “A diamond is forever” was losing its impact because our imagery, tone and language had grown too familiar and comfortable.

As the economic climate grew dim, and men began opting for less expensive gifts like perfume, flowers and chocolate, it became clear we would need to find some way in which to get people to reconsider our message.

We needed a completely new medium for our message – something dramatic, interruptive and something that would serve as indubitable proof that nothing endures like a diamond.