Articles and News
Forevermark Debuts Holiday Ad Campaign At Gala New York Premiere November 04, 2015 (0 comments)
New York, NY—Forevermark Diamonds debuted its new advertising campaign “It’s A Long Journey to Become the One” on October 28, with a private screening attended by models and celebrities, media, jewelry industry influencers, and other VIPs. Watch the 1:30 uncut feature video version here.
The evening also marked the debut of the brand’s ‘Ever Us’ two-stone product category, its ‘Seize The Day’ print campaign, and the relaunch of the iconic ad slogan “A Diamond Is Forever.”
Allison Williams (left), who stars in Girls, wowed the audience in a white Monse Maison dress, Louis Vuitton heels, and a suite of Forevermark jewelry: Forevermark cluster earrings, Forevermark by Jade Trau signet ring, and a Forevermark by Natalie K ‘Center of My Universe’ ring. She said, “I love that Forevermark pays so much attention to detail. They know a thing or two about finding ‘The One’!”
Charles Stanley, president of Forevermark US, mirrored those sentiments. “When developing a concept for the new campaign, we wanted it to match the epic nature of ‘A Diamond Is Forever.’ ‘The One’ is a metaphor for both the journey of a Forevermark diamond and mankind's quest for true love, as told through a man's journey to find his loved one.
“Less than 1% of the world’s diamonds are worthy of the Forevermark inscription; this film is the human representation of Forevermark’s rigorous selection process and our passionate pursuit of the world’s most beautiful and rare diamonds,” he told the audience.
Charles Stanley, president of Forevermark US, addresses the audience at the premiere of the brand's new holiday advertising campaign. A scene from the film is visible behind him.
Directed by Rob Chiu, the commercial was filmed on location in Gran Canaria and Barcelona, Spain. The campaign launched nationally on November 2 with 0:60 and 0:30 second TV spots on broadcast networks including NBC, ABC, and CBS, and numerous cable networks including Bravo, Discovery, E!, ESPN, Food, HGTV, History, NFL Network, TLC, TBS, TNT, and more. Spots will run regularly on network broadcast through November, and on cable through November and December, said a Forevermark representative. Watch the 0:30 second commercial here.
As part of ‘The One’ print and digital campaign, Forevermark will include the recently announced ‘Ever Us’ two stone ring featuring Forevermark diamonds as part of its partnership with Signet. The ‘Ever Us’ design features two diamonds of the same size touching each other and represents the bond of friendship and love in a relationship. The campaign aims to create a new product category that will create an emotional connection and drive diamond demand.
Read more about consumer reaction to two-stone jewelry here.
Rounding out Forevermark’s three-tiered holiday advertising campaign is ‘Seize the Day,’ a high-impact call-to-action campaign announced by Forevermark and The De Beers Group of Companies last month. The ‘Seize the Day’ campaign will be similar to De Beers’ past campaign of the same name, which shared the same objective to increase consumer diamond demand. The 2015 ads will be targeted towards men and will feature bold, catchy statements in black font on a white background and classic diamond jewelry piece types. The ‘Seize the Day’ campaign will also include the ‘A Diamond Is Forever’ slogan and a ‘Happy Holidays from Forevermark’ sign off.
The October 28 launch event featured mock-ups of the ‘Seize The Day’ ads, and a display of Forevermark jewelry, some for attendees to try on. Other celebrities and VIPs in attendance at the October 28 launch event included Allison Williams, Lo Bosworth, Lindsay Ellingson, and Danielle Bernstein Additional celebrities including Nadine Leopold, Rebecca Dayan, Nikki James, Alyssa Umphress, Lola Langusta, Rosalind Lipstt, Phillip Bloch, Samantha Black, and Angela Lindvall.