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September 28, 2020

Leading diamond producers introduce Natural Diamond Council with a star-studded campaign starring Ana de Armas.

The new campaign, ‘For Moments Like No Other,’ highlights the versatile beauty of natural diamonds.

Natural Diamond Council

Photo: Ana de Armas for The Natural Diamond Council campaign.

MUMBAI, India, Sept. 28, 2020 — The world’s leading diamond producers, Diamond Producers Association, relaunched as the Natural Diamond Council (NDC) to promote the desirability of natural diamonds and support the integrity of the natural diamond industry. As an industry authority, the NDC aims to become the go-to digital publisher for innovative content covering all that’s new and exciting in the industry. With the brand’s repositioning, NDC has launched their first-ever celebrity-led TVC campaign, ‘For Moments Like No Other,’ with the gorgeous Hollywood actress Ana de Armas.

This new campaign marks several firsts for the Natural Diamond Council, in addition to welcoming its first Hollywood headliner. It is the first celebrity-fronted campaign for a diamond group, adding an essential contribution to an industry that supports the livelihoods of roughly 10 million people worldwide. It is also the first campaign dedicated to NDC’s ‘Only Natural Diamonds’ platform and the first marketing initiative to showcase such a diverse roster of Jewellery designers that work with natural diamonds in exceptionally modern ways.

Ana De Armas is a rising Hollywood star. She recently received a Golden Globe nomination for her Knives Out role and will soon appear in the latest James Bond film ‘No Time to Die.’ She shines in the multi-part campaign that celebrates the myriad connections that lead to natural diamonds being worn or exchanged. NDC says it approached Ms. de Armas for the project as she radiates with poise and modernity and epitomizes an ascendant, free-thinking generation. Her elegant, effervescent, and easygoing demeanor reflects the next chapter in the history of natural diamonds, a mindset in which the traditional tenets of diamond-wearing and exchanging are dismantled, leaving an open playing field in their place. Ana appears in laid-back outdoor settings with friends. A fresh, opened-up association emphasizes that diamonds are not solely the purview of romantic interests or formal occasions. They are for every type of connection.

“I love thinking of diamonds this way, as special emblems of even our small personal moments,” said Ms. Ana de Armas. “They represent joy, warmth, and beauty.”

Richa Singh, Managing Director, NDC, India, said: “It was a challenge to put together the brand and campaign launch when the world is going through such tough times, but it has been a rewarding experience. The campaign fits as consumers have greater respect for everything natural and want to buy fewer but better things. They are looking for things that last and have a meaning and emotion attached to it. We wish to create desirability for diamonds in consumers’ minds when it comes to celebrating life’s every moment, and our campaign featuring Ana De Armas portrays that beautifully. The TVC redefines special moments, celebrating a variety of personal connections with natural diamonds.”

The campaign, which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans, will have a global presence, running in India, the United States of America, the United Kingdom, and China.

The Natural Diamond Council (NDC) advances diamonds’ desirability by publishing trends and sharing resources and information with consumers on the ultimate timeless and natural luxury goods. The NDC also supports the natural diamond industry’s integrity, providing transparency and insight into this sector’s ethics, sustainability, and progress.

Source: Natural Diamond Council


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Edited & Posted by the Editor | 10:49 AM | Link to this Post

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