Forevermark’s new campaign centres around the ‘Promise’ theme

Forevermark, the diamond brand from The De Beers Group of Companies has launched a new global marketing campaign, whose central theme is the power of a ‘promise’. The campaign aims to reignite the essence of a promise amongst consumers and further to celebrate life’s most meaningful promises with a Forevermark diamond. At the heart of Forevermark is a driving belief that a promise is a powerful and precious commitment never to be broken.

Costantino Papadimitriou, Forevermark’s Vice President of Brand Strategy and Innovation comments, “This is a powerful campaign that will really resonate with consumers. A promise is founded in trust, commitment and love and when made between two people, it should last forever. A Forevermark diamond that is inscribed with its own enduring promise is the ultimate symbol to celebrate this bond”.

The campaign also compliments the brand’s own promise of beautiful, rare and responsibly sourced diamonds.

The campaign includes emotive print, outdoor, digital and television advertising, showcasing Forevermark diamonds in classic designs and diamond jewellery from Forevermark’s Cornerstones collection.

The television commercial tells the story of a man and a woman as they meet in a crowded city, and how they never let go of each other and are seen with clasped hands symbolising their lasting promise to each other no matter what they encounter. The couple returns to where they first met and the man places a Forevermark diamond ring on her finger to seal their promise.

The commercial is shot in Berlin and directed by dancer and choreographer Benjamin Millepied who is best known for his work on the Oscar winning film, Black Swan. The campaign was launched on 7th September 2014 and will appear across media. A social media initiative will support the campaign inviting consumers to rediscover the commitment conveyed in the gesture of holding hands.