A new print campaign for Genesis Rare Diamonds positions rare coloured diamonds as an investment – unlike, say, a chateau, boat, exotic car or other high-dollar purchases.
The ads, created by Toronto-based Cleansheet Communications, show diamond-sized luxury purchases in the palm of a hand. One execution compares buying an exotic car, which could depreciate by 20% just by driving it off the lot, to natural-coloured diamonds, which increase in value.
Copy on the ad says, “It is indeed one of the rarest assets: one that appreciates while being appreciated.”
Scott Shymko, senior art director at Cleansheet, said the idea came to him while in a meeting with the folks at Genesis, who let him hold some pricey diamonds. “I haven’t seen a whole lot of loose diamonds, let alone really expensive ones,” says Shymko, who held a Cognac-coloured diamond worth about $400,000. “While [the diamonds] are beautiful in their own right, I was struck by this notion that it was like holding the value of an exotic car, or a house, or a boat in my hand.”
This is Cleansheet’s first campaign for Genesis Rare Diamonds, which retained the agency last fall. The agency is currently helping Genesis realign its corporate identity and has designed a new logo.
The print ads are running until November in publications such as Moneysense, Report on Business, Up, and Western Living.