De Beer Launches a News Kind of “I Do” Campaign

De Beer Launches a News Kind of -I Do- Campaign

De Beers has launched a new campaign to promote diamonds, expanding “I do” beyond its traditional wedding context to include any kind of personal pledge.

It has also resurrected the iconic “A Diamond Is Forever” tagline for the first time since the 1990s and emphasized the importance of sustainability.

“Today we see a new generation of consumers who wish to communicate a wider commitment: a commitment to their own personal development, to their friendships, to their families, to society, and to the natural world,” said Bruce Cleaver, CEO De Beers Group.

The multi-channel campaign was shot in forests, open fields, by the sea and in other outdoor venues, embracing diverse couples and individuals.


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