To anyone who’s ever said “I’ve arrived.”  It’s not true. The journey of becoming you is never finished. So we decided to position De Beers’ new line, Desert Diamonds, as diamonds that celebrates the moments and milestones that make us who we are. One of one. Totally unique individuals. 

Individuals that deserve to be celebrated with diamonds as unique as we are.

Agency: Arnold Worldwide
Chief Creative Officer: Sean McBride
SVP, Group Creative Director: Donnell Johnson
Creative Directors: Lea Platz, Doug Harry
Art Director: Doug Harry
Copywriter: Lea Platz
Designer: Laura Chang
Director: Matt Baron