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The campaign addresses the unique experiences of black women while celebrating their strength, resilience, and individuality.
The focus on challenging perceptions when fine jewelry is involved creates a compelling contrast. It not only spotlights the unfair biases black women face but also subverts them, showing how diamonds amplify their inner and outer brilliance.
The campaign avoids being overly narrow by speaking to a universal desire for recognition and respect while being specific enough to resonate deeply with Black women. It positions De Beers as a brand that understands and supports their journey.
Execution:
The jewelry symbolizes the power and success black women already embody, enhancing but not defining it. Diamonds as a Symbol of Reclamation of self-worth and a reflection of an already formidable presence.
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You don’t need a crown to reign—every woman can define her own royalty in her world
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Shatter the Bias, Sparkle Beyond Limits
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Educated, independent women aged 25–65, earning over $60,000, living in suburban or urban areas. They celebrate milestones—engagements, anniversaries, or retirements—by buying diamonds for themselves as a symbol of their success and resilience. Defying traditional stereotypes, they see diamonds as a reflection of their hard-earned status and self-worth, often sharing these values with like-minded female friends.
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Roles:
Art Director
Copywriter
Designer
Programs Used:
Adobe Illustrator
Adobe Photoshop
Adobe Premier
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Defy Bias, Dazzle Beyond Limits