De Beers | Reset Collective
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Challenge
We told the story of De Beers’ commitment to sustainability using real people from the communities of Botswana, and the jewelry designers themselves. Our goal was to share the client’s sustainability story in a fresh, creative, and authentic way, and do so within the 12-week deadline.
Approach
We sourced film and photography teams in Los Angeles, New York, and Botswana with expertise in a variety of disciplines including high-end fashion editorial, luxury still life, documentary filmmaking, and portraiture.
As a result of eight shoots in Los Angeles, New York, and Botswana, we were able to deliver 21 short films and 50 images. Our strategy also included two-phase trade and consumer PR efforts, designed to first tease the new products (pendants) at the start of the campaign, then reveal them with a model ambassador and consumer CTA to bid on a Sotheby’s auction in the second phase.
Results
47 pieces of hero coverage for the collection
74.13M+ circulation
40M+ social impressions
99.9% positive reactions on social
+36% mentions of “natural diamond”
Earned media coverage from:
Vogue
Elle
Forbes
WWD
The Hollywood Reporter
Flaunt
