De Beers Group is ushering in a new era for natural diamonds with “Desert diamonds,” a national campaign that bathes the brand’s iconography in the sunlit whites, champagnes, and amber hues of the desert.
Developed with Arnold Worldwide, the work reframes natural diamonds as deeply personal emblems of expression and connection—alive with the irregular beauty of nature rather than the uniformity of lab-grown stones.
Cinematic short films anchor the launch, including the :60 “Becoming” and two :30s, “Unlike Anything” and “You.” Shot to capture the desert’s sacred light and sweeping landscapes, the pieces trace love in all its forms, romantic, familial, friendship, and self, while inviting viewers to see each stone as a singular story of growth and endurance. Watch below:
The platform extends De Beers’ “A Diamond Is Forever” legacy and the recent “Forever Present” holiday work, advancing a narrative that treats natural diamonds as emotionally intelligent symbols—present, expressive, and meant to be lived in.
“Desert diamonds are for all the many shades of love out there,” says Donnell Johnson, SVP, group creative director at Arnold. “From the long-form film to short social videos our goal was to create various ‘love letters’ celebrating both the uniqueness of these insanely beautiful natural diamonds and the insanely beautiful people they’re for.”
“This campaign marries the natural beauty of the product itself with the core understanding that consumers crave authenticity and recognition of what makes them unique,” adds Sally Morrison, natural diamonds market lead at De Beers Group. “The colorful palette of Desert diamonds represents nature at its most expressive… natural diamonds are the most meaningful, emotionally intelligent symbols that feel alive, contemporary, and totally unique.”
“Desert diamonds” rolls out across broadcast and CTV, digital, and social—including Instagram and TikTok—with OOH, print, and audio extensions. High-profile sports moments will carry the debut, from Monday Night Football and marquee SEC and Big Ten matchups to NHL games and Game 3 of the World Series on ESPN, ABC, CBS, FOX, TNT, FS1, and TBS.
Later this month, “A Diamond Is Forever” will stage OOH takeovers in New York and Los Angeles, including a full takeover of Rockefeller Center Station and a 3D Times Square billboard, alongside premium streaming placements and Roku City integrations.
Positioned as De Beers’ first beacon product in more than a decade, Desert Diamonds aims to spark a category-wide movement—an invitation to choose a natural diamond whose color, like its wearer, is unmistakably one-of-a-kind.
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