X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Slide 4
  • Slide 5
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3
  • Thumb 4
  • Thumb 5

Diamond Trading Company
What Would You Do For Love This Christmas?

RAN IN: United States

CLIENT
Diamond Trading Company

David Lamb, WW Mktg. Dir.
Dominic Brand, Deputy Mktg. Dir.
Richard Lennox, EVP - Global Mktg.

AGENCY
JWT *Lead Agency

Sarah Fitzharding , Account Planner
Angela Buck, Producer
Terry Brogan, Producer
Chris D'Rozario, Executive Creative Dir.
Ed Evangelista, Executive Creative Dir.
Howard Lenn, Copywriter
Glenn Price , Art Dir.
Colby Shergalis, Core Program Dir.
Sara Deutsch, Core Program Mgr.


SUMMARY

The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distracted by deals on trendy electronics. In spite of these challenges, the agency developed a plan that grew diamond sales 6%. The key: appeal to men's deep desire to be her hero. The What Would You Do for Love?campaign traces one man's arduous journey home to his wife for Christmas, culminating with an emotional gift of diamonds.

CASE STUDY

New-pdf-icon

CASE VIDEO


Language: English