Friday, November 09, 2012

FOREVERMARK IS 'CENTER OF THE UNIVERSE'

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DIAMONDS ARE FOREVERMARK
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Zooey Deschanel






Forevermark, the diamond brand from the De Beers group of companies, will debut the first TV spot from its “Center Of My Universe” advertising campaign on DATE XX, in local TV markets, movie theaters, online and retail outlets.


The 30-second spot celebrates the notion that a woman plays a central role in her partner’s life, similar to how the Forevermark diamond is at the core of the design.


Vignettes of a woman are shown — blissfully enjoying activities such as walking along the beach, playing with a little girl, and enjoying wine over dinner outdoors — all of which reinforce Forevermark’s belief that the woman is the anchor in a relationship; she is the pivotal force in all aspects of the relationship. The pave diamond halo surrounding the solitaire center stone represents the various aspects of daily life and the different roles that she holds.


This point is further reinforced by the male narrator, who reads:


It’s hard to image my life before her. Or a day without her.
So much of what I take for granted simply wouldn’t exist.
She is the force that builds our life together.
She is my everything. The center of my universe.
Forevermark. The Diamond. The Promise.




THREE-DAY SHOOT WAS AN INDUSTRY GROUNDBREAKER, EMPLOYING ECO-FRIENDLY PRODUCTION METHODS 


The behind-the-scenes aspect of this TV spot is also notable from an environmental perspective. For the spot, shot in East Hampton, N.Y., from September 13-15, Forevermark partnered with New York City-based Canal Creatures Productions, a production services company which minimizes the carbon footprint created during such shoots.

The substantial waste reduction was achieved after Canal Creatures Productions took a comprehensive look at each department working on the shoot, and analyzed ways to reduce. This resulted in 93 percent of output being recycled or composted, which is an amazing statistic given that the shoot consisted of 45 crew members, 2 actors and 14 background performers.

Other green initiatives employed included pre-planning the most efficient travel routes to the shoot from New York City, donating leftover food to missions and food shelters, using fully-compostable cutlery (not plastic), utilizing bio-diesel rental vehicles, purchasing five-gallon water jugs (instead of cases of 12-ounce water bottles), and using energy-efficient power generators.

This green TV spot was directed by Alex Kosene and Sami Mustaklem.


More information on Forevermark: 



Every Forevermark diamond is inscribed with a promise; a promise that it is beautiful, rare and responsibly sourced. Less than one per cent of the world's diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual number. Forevermark is a diamond brand from the De Beers group of companies and as such, benefits from over 120 years of diamond expertise. Forevermark diamonds are carefully selected and come from sources committed to high standards; are beautifully crafted by a select group of diamantaires; and are exclusively available in select jewelers.




FOREVERMARK INSCRIPTION & GRADING



Less than one per cent of the world's diamonds are eligible to become a Forevermark diamond and be inscribed with the Forevermark icon and individual identification number. Invisible to the naked eye, the inscription is made using bespoke technology from the De Beers group. It is also recorded on the personalized Forevermark identification card which comes with each and every Forevermark diamond. The actual size of the inscription found on Forevermark diamonds is only 1/20th of a micron deep and can only be seen using a special Forevermark viewer which can be found in Authorized Forevermark Jewelers. It is confirmed by leading gemological institutes that the Forevermark inscription does not affect the internal quality of a diamond in any way.
Authorized Forevermark Jewelers are able to provide a Forevermark Diamond Grading Report. It is an accurate blueprint of the qualities - cut, color, clarity and carat weight of each Forevermark diamond. The Forevermark Diamond Grading Report also features the individual identification number inscribed on the diamond and a specifically designed security hologram, providing reassurance that the Forevermark Diamond Grading Report is valid and genuine.
For more information and to find your nearest Forevermark Jeweler offering Forevermark Grading Reports go to www.forevermarkdiamond.com



Photo Courtesy Of: Domain MSA

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