Advertising | Ambient
JWT New York
De Beers Diamonds
The De Beers line, 'A diamond is forever', was losing its meaning - relegated to a strapline on ads. In tough economic times, men were also opting for flowers and chocolates as more cost-effective tokens of romance. This campaign dramatically emphasised the true value of a diamond - by demonstrating the temporary nature of alternative gifts.
A giant installation made of 25,000 red roses was constructed in New York's Grand Central Station. It spelt out the message 'A diamond is forever'. Over the next ten days, the roses dried out - their colour drained - then died. Online, people could follow the roses' poignant demise. They could also listen to interviews, or send 'wilting flower' emails.
The 'forever' promise lives again.