The Natural Diamond Council (NDC) introduced its new Real. Rare. Responsible advertising with Global Ambassador and Emmy-nominated actress Lily James. The campaign, which will launch in late summer and include hero films as well as a variety of video and image assets, will take consumers on a discovery trip with Lily James to Canada’s Northwest Territories (NWT), the world’s third largest diamond-producing region.
David Kellie, CEO of NDC, stated, “For our new campaign, we wanted to capture natural diamonds in their natural state, which formed billions of years ago deep within the Earth.” Canada plays an important part in the natural diamond business. While people tend to associate countries in southern Africa as leading natural diamond producers, Canada is also important, and it is critical that we share the amazing conservation initiatives taking place in the NWT with customers.”
The trip included visits to diamond destinations such as the remote De Beers Canada / Gahcho Kué Diamond Mine, Rio Tinto‘s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear Diamond, to learn how they keep the entire supply chain local to benefit their own communities, from mining to cutting and polishing natural diamonds.
“Visiting the stunning Northwest Territories of Canada with Natural Diamond Council, was an experience I will never forget,” said James. “While exploring the area, I witnessed firsthand how responsible practices aren’t just a choice but they’re a deep heartfelt commitment across the natural diamond industry.”
The campaign will be supported by the NDC‘s global retail partners, which include luxury independent stores in the United States and renowned diamond jewellery retailers in Asia.