The Diamond Producers Association "The diamond journey" by BBH London

A three-minute blockbuster film traces a diamond's epic journey across time and space, exploring its folkloric history while tying it to the most intimate moments of people's lives.

The cinematic tale begins with the stone’s genesis and weaves in scenes of love and human connection. Ending with the line, "Three billion years in the making," the campaign highlights diamonds’ timeless quality. It was shot in Georgia and written and directed by award-winning director Ian Pons Jewell. The film will run globally online and in TV and cinemas across the US, China and India, and be accompanied by out-of-home ads showing diamond-clad hands entwined and emerging from natural landscapes.

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