NEW YORK, Sept. 16, 2020 /PRNewswire/ -- The Natural
Diamond Council (NDC) announces the imminent launch of its first
ever celebrity campaign, starring the actress Ana de Armas.
Ms. de Armas is a rising Hollywood star. She recently received a Golden
Globe nomination for her role in Knives Out, and she'll soon
appear in the upcoming James Bond
film, No Time to Die. Ms. de Armas also shines throughout
this new multipart campaign, which was developed to celebrate the
myriad connections with which natural diamonds are worn or
exchanged, and to bring awareness to the Natural Diamond Council's
"Only Natural Diamonds" online platform. The Natural Diamond
Council represents seven of the world's leading diamond producers,
all of which must follow the group's ethical codes, with an
emphasis on mindful and sustainable mining practices and the
support of women and families in diamond-mining communities. The
"Only Natural Diamonds" portal serves as a window of discovery into
this natural diamond universe.
The campaign – which was lensed in coastal
Portugal, directed by Manu Cossu and photographed by Camilla Åkrans –
will be released on September 20,
2020, during the first ever virtual Emmy Awards. Teasers
will be dropped in the weeks leading up to the ceremony, and
information about the campaign will appear on the NDC's website
from September 16, 2020.
Ms. de Armas was approached for the project as she radiates with
poise and modernity, and she 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. From a barefoot party in a fragrant vineyard to a tangerine
sunset along the Portuguese coast – diamond baguettes catching and
diffusing the glowing rays as the sun slides into the horizon –
this new attitude is casual, fun, energetic, present, and, most
importantly, driven by connection and experience. Whether heading
to a reunion with loved ones after months of isolation, seeing your
best friend for a glass of wine after a long day, or taking a
twilight walk with a partner, each and every moment is its own –
and every moment is like no other.
"I love thinking of diamonds this way, as special emblems of
even the small personal moments in our lives," says Ms. de Armas.
"They represent joy and warmth and beauty."
The campaign's 30-second hero spot airing at the Emmys will be
complemented by a series of shorter video segments, spotlighting
the various relationships portrayed from the clip. She is seen in
laid-back outdoor settings with friends, with a parent, and with a
partner. In this, a fresh, opened-up association continues to be
emphasized: diamonds are not solely the purview of romantic
interests or formal occasions. They are meant for every type of
connection.
This new campaign marks a number of 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 (brand agnostic),
adding an important contribution to an industry that supports the
livelihoods of roughly 10 million people worldwide. This is also
the first campaign dedicated to NDC's "Only Natural Diamonds"
platform, and the first marketing initiative by the NDC to showcase
such a diverse roster of jewelry designers that work with natural
diamonds in exceptionally modern ways.
"Ana is a true talent, and the dynamism she exemplifies is
exactly what we seek to do daily in our support of the natural
diamond industry," says Kristina Buckley
Kayel, Managing Director of Natural Diamond Council North America. "This campaign
redefines traditional diamond moments, celebrating a variety of
personal connections with these natural stones. It's a more
contemporary approach to the diamond dream, for meaningful
moments big or small."
A selection of the designers and brands featured in the
campaign, all of which use diamonds from the Natural Diamond
Council's producers, include: Anita
Ko, KATKIM Fine Jewelry, De Beers Jewellers, Ana Khouri, Delfina
Delettrez, Gabriel & Co, Zoe
Chicco, Eriness, London Jewelers, Jade Trau, Lorraine
Schwartz, Suzanne Kalan,
Fernando Jorge, Vanleles, Foundrae,
Marla Aaron, Nikos
Koulis, Melissa Kaye and more.
Following its Emmys debut, the campaign will be featured in
print media, including Vogue and Vanity Fair's
respective November 2020 issues,
The New York Times, and at
online publications ranging from Bustle to Who What
Wear. It will, additionally, be featured on non-linear TV, from
Hulu to Amazon Fire. The Natural Diamond Council will
also distribute campaign materials through its owned channels,
including its website, which will feature behind-the-scenes footage
and an interview element with Ms. de Armas, as well as
comprehensive information about the brands and designers that are
seen. The campaign will have a global presence, also running in the
United Kingdom, China and India.
The Natural Diamond Council (NDC) advances
diamonds' desirability by publishing in-depth and engaging features
and trend reports, and sharing resources and information with
consumers on the ultimate timelessness and singularity of this
remarkable natural stone. The NDC also works to support the
integrity of the natural diamond industry, providing transparency,
and insight on the ethics, sustainability and progress of this
sector.
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SOURCE The Natural Diamond Council