The Natural Diamond Council (NDC) has launched a new diamond promotion campaign under the tagline Real, Rare, Responsible, set against the breathtaking scenery of Canada’s Northwest Territories, home to the Diavik, Ekati, and Gahcho Kué diamond mines.
At the heart of the campaign is a 7-minute film titled Diamonds of the North, featuring British actress Lily James, the global ambassador for the NDC. The film showcases the positive impact of the diamond industry on traditional local communities.
The NDC is offering U.S. retailers access to campaign materials for the holiday season and beyond. Several major U.S. jewelry brands have already committed to using these assets—including TV commercials, print, and digital ads—all of which can be tailored to fit each retailer’s unique branding.
