We created a giant mistletoe installation, fashioned into the shape of the diamonds logo and hung it ten feet above the ground in one of new York’s most picturesque backdrops, Madison Square park.The mistletoe was circled by sixty still cameras that simultaneously captured any kiss under the it. The shots were then immediately fed into computers, strung together in sequence to recreate a moving video of the kiss frozen in time. Forever. An unbreakable kiss if you will.

People could then go online and download their kiss and put it on their flickr and facebook pages, send it on virally or as a Christmas Ecard or even use it as a screen saver.Launching on World Aids Day, Penelepe Cruz cut the opening ribbon and DeBeers donated $5 to the Elton John aids foundation for every unbreakable kiss created. The press and more celebrities arrived en masse.

For each of the hundreds of unbreakable kiss films created, 300 people watched them online. $4.6 million worth of free publicity was gained. DeBeers topped up their contribution to the sum of $50,000 to the Elton John foundation. Madison Square Park who had been dead set against having the event at first extended the hours of the event and even offered an extra day. People travelled in from out of state and lined up for hours. Park traffic increased by 30 percent. Unbreakable kiss films even started turning up on YouTube.