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Ana de Armas is the celebrity face of the Natural Diamond Council's latest campaign, 'For moments like no other'.
Ana de Armas is the celebrity face of the Natural Diamond Council's latest campaign, 'For moments like no other'.

Diamond organisation launches new campaign with James Bond actress

WATCH CAMPAIGN VIDEO: The Natural Diamond Council (NDC) – previously known as the Diamond Producers Association – has launched a new advertising campaign ‘For moments like no other’ with actress Ana de Armas, who will star in the upcoming James Bond film No Time To Die.

The campaign, which will appear in the US, UK, Chinese and Indian markets, comprises a 30-second advertisement, a variety of shorter videos, a print media campaign, and digital advertising.

Kristina Buckley Kayel - NDC North America
Kristina Buckley Kayel - NDC North America
"This campaign redefines traditional diamond moments, celebrating a variety of personal connections with these natural stones. It's a more contemporary approach"
Kristina Buckley Kayel, Natural Diamond Council

It is designed to present diamonds as “not solely the purview of romantic interests or formal occasions”. In a statement, the NDC explained, “[The campaign] 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.”

Kristina Buckley Kayel, managing director – North America, NDC, said, “Ana is a true talent… 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.”

The campaign was filmed in Portugal in July, and features de Armas in a variety of settings with friends, family, and a partner while wearing diamond jewellery from brands including Anita Ko, De Beers, Delfina Delettrez, Jade Trau, Lorraine Schwartz and Melissa Kaye.

Of the campaign, de Armas said, “This has been a very difficult year for so many people, and, in considering this, I was inspired by the idea of a diamond representing connection, or reconnection in 2020’s case, with our loved ones. For moments big and small, ceremonial to intimate, grand to spontaneous. There’s beauty and power but also a sense of familiarity and ease with natural diamonds.”

The clip will debut during the digital broadcast of the Emmy Awards on 20 September before being distributed through TV streaming services; print advertising will centre on high-profile consumer publications Vanity Fair and US Vogue as well as a number of fashion-focused online platforms.
 

CAMPAIGN PREVIEW

View India's launch 

 

More reading:
Diamond Producers Association unveils relaunch as Natural Diamond Council
Diamond industry organisation to change name, launch new campaign
Jean-Marc Lieberherr departs Diamond Producers Association
 











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