Getting engaged. When you see it on TV, it’s all the same. Happy, smiley moments of people down on one knee, twirling in each other’s arms. It’s champagne, rose petals and joyfully diving into water together…on repeat.

But the thing is, that’s not real. And it’s certainly not how Gen Z loves.

So, to make natural diamonds the clear choice for the next generation of those getting engaged we needed to speak their truth.

Enter ‘Worth The Wait.’ A campaign that draws on the real parallels between natural diamonds and love, weaving together a story of what a real relationship takes and underscoring that having one worthy of engagement, like a natural diamond, is worth the wait.

Agency: Arnold
Chief Creative Officer: Sean McBride
SVP, Group Creative Director: Donnell Johnson
CDs: Lea Platz, Doug Harry
Creatives: Amir Farhang, Shannon Murphy, Caroline Murphy, Masataka Kawano, Cassandra Bazelow
Director: Phoebe Arnstein