DPA Launches New 'Real is Rare' Movies and Print Ads

(IDEX Online) – The Diamond Producers Association (DPA) launched new “Real is Rare” advertising at the 18th Annual Latin Grammy Awards.

“The Reveal” is one of two new videos presenting a modern take on love and diamonds. Meanwhile, “The Other Party” debuted on ABC’s broadcast of the 2017 American Music Awards on November 19.

Developed in collaboration with creative agency, Mother New York, the campaign also includes several images for print, digital, and in-store use.

“These two new stories are a natural evolution of our campaign," said Deborah Marquardt, DPA’s Chief Marketing Officer. "They show how universally familiar, yet still singularly special moments of emotional connection, are diamond-worthy. The audience is given a glimpse into private ‘couple moments’ where the role of the diamond is intrinsic to the storyline, and is an expression of their love, their life together, and their commitment to each other. ‘The Other Party’ is a romantic, playful film about young engaged couple, while ‘The Reveal’ shows the private, at-home moments of a married couple.”

The new advertising will run on TV, digital, cinema, print, and select out-of-home throughout the remainder of 2017 and 2018. The print images will premiere in upcoming issues of People Magazine. 

Tanya Dukes, who styled the campaign, says, “My aim was to find jewelry to complement the unique storyline and tone of each film. ‘The Other Party’ is a flirty story, so I selected an engagement ring called ‘Integré three-stone diamond engagement ring” by Pluczenik along with Sensu Diamond Fan Earrings by Michelle Fantaci. By contrast, ‘The Reveal’ features a slightly older couple in a quieter, more intimate film, a perfect fit for the Classico oval diamond ring from Harry Kotlar and diamond wedding band from Mimi So. Kwiat Sunburst earrings finished off the look.”

Jewelry was provided by Harry Kotlar, Pluczenik, Kwiat, Mimi So, Michelle Fantaci, and De Beers Diamond Jewellers.