Gemfields Unveils ‘Every Piece Unique’ Global Campaign

Gemfields has launched a global advertising campaign with Gutenberg Global and adam&eveDDB, in order to raise awareness of responsible sourcing in the coloured gemstone industry and promote Zambian emeralds and Mozambican rubies.

Gemfields believes that coloured gemstones should be mined and marketed by championing three key values – transparency, integrity and legitimacy – and seeks to challenge itself and the sector by setting new benchmarks for responsible sourcing. The campaign was designed to bring these core values and Gemfields’ associated initiatives to life, highlighting the breadth of consideration involved in responsibly supplying coloured gemstones to global markets.

“We wanted to bring to life the many stories behind responsibly sourcing precious gemstones in Africa, as there is far more to our business than industry-leading mining and geology”, explains Emily Dungey, Group Marketing and Communications Director. “The characters in the campaign allow us to build awareness of the many life-changing community projects we carry out, our pioneering quest for greater transparency across the industry and the support we provide for vital conservation works protecting Africa’s biodiversity. The campaign is a snapshot of who we are: it’s fun, unexpected and non-conformist, but also gives an insight into some of the ways in which Gemfields strives to leave a positive and lasting impact.”

The campaign film is set in a contemporary art gallery, closing for the night, when the sculptures come to life through movement and dance. Each character moves with unique style, unveiling their distinctive role in the Gemfields’ ecosphere. The six sculptures were designed and brought to life for Gemfields by MPC Creative using motion capture, VFX and CGI animation.

 ‘Every Piece Unique’ highlights how each gemstone is unique, possessing its own personality and character, much like original pieces of art. The film continues the narrative of Gemfields’ ‘A Story in Every Gemstone’ campaign, building a greater understanding of the depths behind responsibly sourcing emeralds and rubies from their origins in Zambia and Mozambique.

The campaign was created by adam&eveDDB with production carried out by Gutenberg Global and media planning and buying carried out by Havas LuxHub Media. The Moving Picture Company (MPC) in collaboration with FutureDeluxe produced and directed the campaign film, with characters brought to life by MPC Creative, using VFX and CGI animation.