De Beers ‘A Diamond is forever’ campaign was literally sealed or rather packaged with a kiss. In a creative outdoor campaign which began on 1st Dec (World AIDS Day) at a New York City park couples were asked to document their kiss on camera for a small donation (which went to an AIDS charity). This is indeed one of the best ways to combine social cause and brand advertising.

The entire shoot was meticulously organized. There were 60 cameras for a 360 degree view of couples kissing under the symbolic evergreen mistletoe. The entire video of these images can be seen at www.adiamondisforever.com.

The message is very symbolic too; one that of treasuring a precious relationship, sealing a lifelong commitment with a kiss and maybe with a diamond on a finger. This is also an important message for ongoing AIDS campaign too. In a world where mutual trust and long lasting relationships and commitments are rare, such campaigns packaged and sealed with love look like fairy tales which can come true.

Via Advertolog