Luxury jewellery campaigns often focus on the proposal. De Beers Forevermark wanted to celebrate everything that comes before and after it. As part of the brand’s global repositioning, we were tasked with creating the launch campaign for Live and Love—a digital-first experience that shifted the conversation away from diamonds alone and towards the everyday moments that make relationships meaningful. The campaign needed to resonate across nine international markets, connecting with audiences through authentic stories rather than traditional product advertising.
Heartbeat
We started this project by thinking about the moments people remember – A shared laugh, a long journey, family, friendship, adventure, romance. The campaign film became a rhythmic celebration of life in all its forms, weaving together real stories and genuine human connections to create an uplifting narrative that people could see themselves in. Around that sat an interactive digital experience designed to keep the conversation going.
Instead of directing users to a static landing page, we created a living timeline where articles, photography, social content and community stories flowed together in one immersive experience. Visitors could explore without losing their place, discovering new perspectives while contributing to a growing collection of everyday moments. The proposition, Live and Love, wasn’t simply a campaign line; it became an invitation to participate.
Impact
Rolled out across nine global markets, the campaign helped introduce Forevermark’s new positioning with an audience-first approach that placed emotion ahead of product. It demonstrated how storytelling, social engagement and UX could work together to create a connected digital campaign rather than a collection of individual assets.
More importantly, Live and Love laid the foundations for Forevermark’s evolving digital strategy, proving there was value in celebrating the experiences that lead people to mark life’s most meaningful moments with a diamond, rather than only the moment of purchase itself.
