In 1947, the phrase A Diamond is Forever came into our cultural parlance thanks to copywriter Frances Gerety. In 1953, Marilyn Monroe sang Diamonds Are A Girl’s Best Friend, dressed in magenta, dripping in diamonds. And in 2022, Pandora Jewelry’s newest collection is showcasing that diamonds aren’t just forever—they are for everyone.
Ever an iconoclast, the brand launched Diamonds by Pandora last week, offering exquisitely-crafted lab-grown diamonds. To celebrate the launch, they tapped us to design a 360º campaign, with the aim of moving away from the sense of exclusivity that shrouds diamonds, and towards an attitude of democratizing diamonds. Rather than relying on celebrity names to carry our thinking, we conceived a maverick seeding campaign, gifting women who posted milestone moments on their social profiles, from getting their PhDs to surviving cancer to buying their first home. Pandora customers and their unconventional milestones became the heart and center of the campaign, shifting the idea that a diamond is only for engagements; instead, diamonds should be and are for every finger and every occasion.