Lupita Nyong'o Goes Back to the Beginning for De Beer's Global Campaign

De Beers, the world’s leading diamond company, is launching its global campaign De Beers: Where it Begins featuring its newly appointed Global Ambassador, Academy-Award winning actor Lupita Nyong’o.

The De Beers: Where it Begins campaign is the brand platform that tells the story of the only global luxury brand that starts at the source. A core element of the partnership with Lupita is De Beers’ Building Forever commitment to advance women and girls where its diamonds are discovered. De Beers and Lupita will work together to engage 10,000 girls in STEM, support 10,000 women entrepreneurs and invest at least $10 million across southern Africa to achieve these goals by 2030.

The 360-degree brand campaign tells the story of source, discovery, and transformation and aims to accelerate De Beers’ brand saliency and desirability.

The creative has been developed by luxury communications agency Mazarine in collaboration with De Beers’ in-house creative division. Renowned Australian photographer and director Lachlan Bailey follows Lupita Nyong’o from the discovery of a rough diamond to its magical transformation into magnificent jewellery. The film follows Lupita as she embarks on her journey to discover the power that only a De Beers natural diamond jewellery creation holds.

The global campaign, led out of Havas Media Group UK, will run across seven territories, including UK, US, France, China, Hong Kong, Taiwan, tailoring the media activation to ensure relevance for each market with an orchestration of high-impact OOH, print, VOD, paid social, display and multiple digital partnerships until the end of December. To see the campaign, visit here.

Having previously worked together between 2018-2020, De Beers expanded Havas Media Group’s remit globally in September 2021.

Marc Jacheet, De Beers CEO Brands, said, "This campaign represents a number of firsts for the De Beers brand – the first time we’ve partnered with a global ambassador, the first time we’ve depicted the full breadth and scope of the brand from diamond discovery to finished jewellery, and the first time we’ve showcased a rough diamond in a campaign. It’s a powerful new focus for De Beers that represents source, discovery, potential and authenticity, while driving desire for De Beers natural diamonds.”

Jenna Zellner, managing partner, Havas Media Group UK, said: “With this campaign, we’re delivering a shift in mindset, a new introduction for the growing segment of modern luxury audiences who expect more from brands and engage with them in new ways – particularly during the festive shopping and gifting season. We’ve curated media experiences in each market that showcase values of the brand, such as sustainability, and we’re progressing meaningful outcomes with attention measurement, enabling optimal impact and smarter investment strategies.”