We wanted to create an in-store experience for people who are in the market for a diamond. We let the diamond itself do the talking. Which was a nice contrast to the regular soundtrack of a diamond store. The stories about the precious gem took the customers on an interesting voyage to the core of the earth, where diamonds are formed.The in-store radio campaign – a first person narrative – talks about some of the diamond’s most admired attributes: uniqueness, perfection, completion, and perpetuity. Qualities that fit special occasions – like a proposal, or very precious moments.

SFX: MYSTICAL EARTH SOUNDSMAN: I’m exactly that feeling you’re trying to put into words.

And I have the guts you’ll need to tell them.

I’m the wordless moment that follows.

I’m the right, and the long-awaited answer.

I am a diamond.And I’m the only thing as special as that special moment.

Rafael & Sons. Diamonds & Jewellery.