Diamond advertising has never really been all that interesting. Birks and Peoples do the same old tired ads every year for every holiday and most people filter them out completely.
Lately however, there have been some really great examples of what’s possible in this somewhat overshadowed category. A couple agencies in particular including EuroRSCG & my boys at Extreme Group come to mind almost immediately.
The OH OH OH campaign, as its affectionately called within agency walls, was on billboards and on newspapers last year for Extreme’s star client, Touch of Gold. Not quite the international jewel conglomerate that Birks is by any means but they have some great advertising and a great vision.
This came to my attention through everybody’s favourite curmudgeon, George Parker over at AdScam. Although there are many examples of companies opting for the check box approach to make a statement, these particular executions are still funky. They are, at the very least, more interesting to look at then your run of the mill jewel ad.
