The Natural Diamond Council (NDC) has launched a new campaign – Real, Rare, Responsible – filmed against the stunning scenery of Canada’s Northwest Territories, home to the Ekati, Diavik, and Gahcho Kue mines.
British actress Lily James, NDC’s global ambassador stars in a seven-minute video, Diamonds of the North, exploring the positive impact of the diamond industry on traditional, local communities.
Assets from the campaign, which can be customized with retailers’ own branding, are being made available in the US to those making local media plans for the holiday season and beyond.
NDC says Ben Bridge, David Gardner’s Jewelers, R.F. Moeller Jeweler, Sissy’s Log Cabin, Cornell’s Jewelers, Brown & Co Jewelers, Bijouterie Italienne, and Marquirette’s, are planning campaigns based on the assets.
BRON: Idex 11-9-2024
