JWT New York

De Beers Diamonds

Unbreakable Kiss

Unbreakable Kiss

De Beers believes that love endures like a diamond. So, in a romantic flourish, the agency designed a giant mistle­toe installation - and suspended it ten feet above a New York park over Christmas. Sixty stills cameras captured any kiss under this mistletoe, freezing the 360° moment in time. People could then download their 'unbreakable kiss' online, and upload to facebook, save it as a screensaver, or mail it on to friends.

Over $4 million in free publicity was accrued, with web traffic increasing by 94% during the promotion. And people queued up to kiss.