BBH diamonds campaign targets moneyed millennials in China

Millennial consumers in China are the target for a new BBH ad campaign for the Diamond Producers Association.

The DPA was formed in 2015 by seven diamond mining companies and exists to “make diamonds culturally, socially, and emotionally relevant to consumers, in particular millennials”.

Aimed at moneyed 22 to 30 year olds, the campaign runs under the tagline ‘Real is rare, real is a diamond’. It includes a series of films of different lengths – 10 seconds, 30 seconds and 60 seconds – all designed to “inspire the notion that a love that lasts can only be built in the reality of the everyday” – according to BBH.

A company spokesperson said: “Set against the backdrop of rising divorce rates in the country the message becomes especially relevant for the young people in China today.”


The work will run on television, online platforms and in cinemas in Shanghai and Beijing. Influencers will also be employed to amplify the campaign message. “Social elements include photographed stories of couples showcasing love in everyday life published on Wechat & Weibo,” said BBH.

Managing director for China at the DPA Mabel Wong McCormick said: “Diamonds have been an authentic symbol of love for couples for centuries, but in recent years it has become a passive social symbol among millennials.

“Our objective is to change this perspective and highlight the new role of diamonds as an active everyday inspiration for couples that can help them reaffirm their love on a daily basis.”

Adding his view, BBH China chief creative officer Arthur Tsang said: “We know how cynical the younger generation are towards relationships today, and yet we also know deep down they still aspire to find a love that lasts.

Tsang’s goal was to get ‘diamonds out of drawers and onto fingers’


“We want to seed the notion that love can truly last if it is built with effort every single day, as reminded by the constant unchanging presence of a diamond.

“This takes the role of a diamond from being a one-off ostentation for engagements and weddings, to playing an active valuable role along the course of a relationship. Our goal is to get diamonds out of drawers and onto fingers.”

The China campaign was devised following the DPA’s similar campaign in the United States. It is claimed that the US commercials enjoyed 220 million views, while a 15-second clip released during ABC’s television coverage of the Oscars is said to have reached 22 million viewers.


Business director: Charlotte Sng

Account director: Jane Chen

Strategic planner: Andrea Chen

Creative directors: Arthur Tsang, Kelly Pon and  Irisy Wang

Copywriters: Tiexin Li, CK Shan

Art director: Minn Liu

Producers: Weisian Lee


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