Real is Rare. Real is a Diamond.

Diamonds are forever… right? Not to today’s 20-somethings, who are sick of following relationship clichés. So if diamonds don’t stand for forever, what can they stand for? Real is Rare, Real is a Diamond reintroduces diamonds as a symbol of what anyone in love can relate to: a rare connection you don’t find every day.

We launched the campaign with three films, each depicting different types of contemporary relationships, and the real and authentic connections between them.

This was supported in print and social with intimate portraits of couples, with the diamond as a natural symbol of their connection.

In 2017, we went deeper to explore what long-term commitment looks like to this generation, with two films focusing on simple, but meaningful everyday moments between modern couples.