De Beers Jewelers
Holiday Campaign Copy
De Beers told the world “A Diamond is Forever.” And for the 2023 holiday season, it revived its iconic 1990s “Seize the Day” campaign with an updated flair and focus on natural diamonds.
De Beers tapped Leah for this campaign to bring her smart writing and comedic background to one of the world’s most iconic diamond brands.
In the end, she landed about a dozen headlines in the final campaign that can be seen online, in print, OOH, and at specific airports across the United States in major markets including Los Angeles, Miami, Fort Worth, and Houston.
Client
De Beers
Service
Campaign Copywriting
Collaborators
Catapult Creative
Los Angeles
Los Angeles International Airport
Houston
Fort Worth, TX
Digital
DC Metropolitan Area
Philadelphia
Miami
Charlotte, NC
Headline reads:
Here’s a sign you’re on the right track.
PRESS
PRESS
OOH Advertising Brilliance - JC Decaux
De Beers shines this festive season with targeted airport OOH campaigns across the country
“The brilliance of De Beers’ campaign lies in its contextual relevance. At HOU, the ads proclaim. “Everything is bigger in Texas” while in LAX, they assert, “Natural Diamonds: The original influencer.” These localized slogans not only capture the essence of the location but also resonate with the travelers, making the message both memorable and impactful.”
De Beers to Spend $20 Million Promoting Natural Diamonds This Holiday - JCK
“The new campaign will run in both the United States and China but be heavily weighted toward the United States. Ads will feature classic styles and specifically tout natural diamond engagement rings.
“We have about 100 lines—some sentimental, some irreverent,” Prager says. “Most lean into the idea of ‘natural.'”
De Beers didn’t recruit an ad agency for this effort, though it employed a team of copy and comedy writers to craft taglines.”