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 the superlative of the man’s wit.

The proper metaphor of human soul.I’m perfect even with a flaw.

I am the girls’ best friend, but placed amongst angels.

I’ve been equal with eternity.

I am a diamond.

And I’m the closest you’ll get to perfection. Rafael & Sons. Diamonds & Jewellery.