The newest advertising film created as part of the latest campaign by advertising agency J. Walter Thompson Italy, to celebrate the relaunch of the slogan ‘A Diamond Is Forever’, has won the Third Prize Award at the New York Festivals International Advertising Awards® in the Film Craft, Cinematography category.

“New York Festivals International Advertising Awards® is recognised worldwide as a touchstone for global creative excellence in advertising and marketing communications,” Forevermark explained. “The 2016 International Advertising Awards competition received entries from more than 80 countries around the globe. The International Advertising Awards has the largest, most creative judging system in the world. Its Executive Jury comprises some of the most awarded Chief Creative Officers.”

Titled ‘It’s A Long Journey To Become The One’, the commercial, Forevermark says, “uses a man’s extraordinary journey in the quest for his loved one as a metaphor for the rigorous journey a diamond undergoes to become a Forevermark diamond”.

The Company revealed that the commercial was filmed in the genre of contemporary adventure films and is imbued “with the intensity and technical accomplishment” of such films. The film is reported to have been very well received in the US, India and Turkey, “appealing to a younger and wider audience”.

Stephen Lussier, CEO of Forevermark commented: “Forevermark’s name is built on the line (A Diamond is Forever) and we wanted to invigorate the slogan with new purpose and connect it to what makes Forevermark diamonds special. J. Walter Thompson captured the essence of our brand and our rigorous selection process in an innovative and disruptive way.”

The campaign will be rolled out in other countries in the forthcoming months.

Pic Cap: On location during the making of the film
Courtesy: Forevermark