21 Oct 2019
DiamondWorld Directory
Home |
News
Home
New film from the Diamond Producers Association to promote 'Real is Rare. Real is a Diamond'
It uncovers the real moments that make today’s relationships precious
By: Diamond World News Service
|
Nov 3 2016 1:49PM
|
Reference: 13580  

DecreaseIncrease

What makes finding the real thing so rare among couples in contemporary culture? The Diamond Producers Association (DPA), alongside multitalented actor and producer Nick Cannon, partnered to unlock the magic and mystery behind that question in “Why Real is Rare,” a short docu-film that explores how and when couples realize their connection has become a commitment. The film was released today and is the latest iteration of the DPA’s innovative new communications platform: “Real is Rare. Real is a Diamond.”  

“In ‘Why Real is Rare,’ we share stories about the standout moments of couples that shaped their relationships, the challenges they’ve faced, and their unique take on why their commitment is the real deal,” said Cannon, who interviewed six real-life couples for the film. “Everyone loves in a different way, but they were all searching for something more genuine, and they found it in each other.” 

Part of an emerging class of storytellers advancing new voices and perspectives through film and television, Cannon is inspired to share his own story and those of his generation. “Why Real is Rare” pulls from his professional and personal experiences to peel back layers from the couples’ stories and reveal new truths about human connection and commitment in the modern age.  

The docu-short debuts digitally on the “Real is a Diamond” YouTube channel. It is the latest element of the DPA’s integrated campaign, which is a bold and emotional departure from traditional diamond marketing that invites consumers to take a fresh look at diamonds as an ideal symbol of authentic, meaningful connection and commitment. “Real is Rare. Real is a Diamond” is the diamond industry’s first category campaign in almost a decade. 

“This campaign explores the delta between being connected and having a connection. It’s common today to have hundreds, if not thousands, of connections. People are ‘connected’ online 24/7 but the ability to find someone special and have a genuine emotional, physical and spiritual connection with them feels more rare than ever before,” said Deborah Marquardt, Chief Marketing Officer of the DPA. “The moments when couples realize ‘this is it’ are as precious and individual as a diamond itself.” 

Consumers can view “Why Real is Rare” on the “Real is a Diamond” YouTube channel, and using the hashtag #RealisRare, consumers can join the conversation about the campaign on social media.

Have Your Say
* Your view
* Name:
* Email:
* Town/city:
* Country/State:
Advertisement
HouseAd_Trade Fair
Search News by City
Advertisement
Kosher 23460
Advertisement
Kosher 23460
Recent Issue
2019
AVAILABLE NOW...!
Advertisement
Kosher 23460
News in Pictures
Videos
Stunning Jewellery from Cannes 2019
Pictures: 24
Sparkly Jewels at Oscars 2019
Pictures: 19
Golden Globes 2018
Pictures: 15
Spotted: Who Wore What (December 2018)
Pictures: 4
India Diamond Week
Pictures: 8
Spotted: Who Wore What (October 2018)
Pictures: 7
Spotted: Who Wore What (September 2018)
Pictures: 6
70th Emmy Awards
Pictures: 11
35th India International Jewellery Show 2018
Pictures: 46
Spotted: Who Wore What (August 2018)
Pictures: 4
JJS - IJ Jewellers Choice Design Awards 2015 powered by GIA
Views: 20061
GJEPC Chairman Interview
Views: 17976
IJ Jewellers Choice Design Awards 2012 - Part 1
Views: 24993
Promo for IJ Awards 2012 at NDTV Profit
Views: 38212
IJ Jewellers Choice Design Awards 2012- Part 2
Views: 41797
Couture India 2016 - A Business Boutique Show by IJ Magazine
Views: 15321
Savjibhai Dholakiya, Surat Businessman (Diamond Merchant) speaks in Vibrant 2015
Views: 39715
IJ Jewellers Choice Design Awards 2013 - NDTV Video
Views: 37379
Member of:
Supporter of: