The Natural Diamond Council (NDC) announces the imminent launch of its global advertising campaign with the sentiment: “To Treasure, Now and Forever” featuring the freshly appointed British actor, Lily James to Global Ambassador.
Lily James has had a diversified, international acting career, and is a celebrated Hollywood star who recently received her first Emmy nomination for Outstanding Lead Actress in a Limited Series for her performance as Pamela Anderson in Pam & Tommy. Lily James’s next feature film project, Providence, is currently in post-production.
“Lily James is the modern epitome of natural diamonds,” says David Kellie, CEO of Natural Diamond Council. “With her recent Emmy nomination, Lily has been recognised as one of the leading actors in the world. The talent, versatility, and authenticity she brings to the table are the perfect attributes to represent natural diamonds. We are thrilled to have her join us as we build upon the success of another record-breaking year for natural diamond jewellery.”
“I am so excited and proud to be the Global Ambassador for Natural Diamond Council,” says Lily James. “It has been illuminating to discover the positive impact of the natural diamond industry across the globe and its commitment to continued improvement. I am eager to witness more of this first-hand in my new role.”
Lily James shines in NDC’s natural diamond universe, serving as the main inspiration for the 45-second campaign film which captures a series of scenes relevant to the myriad of roles Lily James plays on and off camera. Set throughout London, where Lily James resides, the film draws the eye to its heroine from street, to set, and to stage. Each moment, whether big or small, is decorated by life’s most meaningful adornments, sparkling pieces of diamond jewellery underscoring the film’s manifesto, “To Treasure, Now and Forever.”
“Women self-purchasing natural diamond jewellery continues to be a dominant growth driver for the sector,” says David Kellie. “Women today play many roles in life, and a natural diamond jewellery purchase is a way to express reward, self-love, and individuality which we aim to personify through our campaign film. The diamond jewellery is a constant reminder of her deservingness no matter what she has going on!”
As a brand-agnostic, not-for-profit organization which celebrates the creativity and values of the natural diamond category, NDC’s campaign showcases a range of diamond jewellery styles from staples like tennis bracelets and necklaces, studs and hoops, to original creations including statement earrings or spiral bracelets. All of these pieces were sourced from independent designers, brands, and NDC’s official retail partners who will also run the campaign into 2023 through a co-op advertising programme.
Building upon the success of NDC’s previous advertising campaigns, Lily James wears jewellery specifically created for the campaign that are IP-protected and extensions of bestseller items such as the Soleil pendant, designed by Malyia McNaughton, an alumnus of NDC’s Emerging Designers Diamond Initiative, which is now reimagined as earrings and a bracelet. The selection of campaign-specific jewellery pieces are available upon request and can be interpreted by retailers globally. All jewellery worn in the campaign will be showcased in an immersive look book on a dedicated campaign website located on naturaldiamonds.com, which has received over 130 million unique visitors in 2021.
The advertising strategy focuses predominantly on digital video including presence on streaming services, Hulu and Peacock. Campaign creative will run across print and digital media outlets and be present out-of-home in transit shelters in the New York and Los Angeles markets. The campaign will also run in the UK, France, India, UAE, and China.
The campaign was directed by Manu Cossu and photographed by Sasha Marro, in addition to Molly SJ Lowe. Rebecca Corbin-Murray provided fashion styling for Lily James.