The Diamond Trading Company told the story of how one man, inspired by the diamond he was carrying for his wife, struggled through a massive snow storm to make it home for Christmas. The campaign was designed to show men that no other Christmas gift has the emotional power of a diamond; and that a man who gives a diamond will do anything for love.

The journey began on TV with one man desperate to get home on Christmas Eve. The TV spot led people to the Web. Online videos and conversations with people he met along the way demonstrated his resourcefulness. On drive-time radio, people intercepted what sounded like cell phone calls from a guy stuck in the middle of nowhere. Radio ran unbranded with local DJ’s directing people to the Web. After two weeks of building anticipation, his homecoming broke simultaneously on the Web and on TV. All the while, giant posters invited men and women into our world of Christmas romance.