Diamond Trading Company’s promotes Journey Jewellery as the gift of love in “Dandelions” an advertisement launched in August 2006 on television screens, in cinemas and online at adiamondisforever.com. Two dandelion seeds dance and float through their way from the country, past galloping horses, through the city and finally to the beach, all to the sounds of Dusty Springfield singing “What Are You Doing the Rest of Your Life?”. At the beach a woman has just received a diamond necklace from her love. As the couple walks off into the sunset we are reminded that with every step love grows.
Click on the image below to play the Dandelions video in Vimeo
The Dandelion advertising campaign was developed at JWT, New York, by executive creative directors Walt Connelly, Toby Barlow and Graham Wood, chief creative officer Ty Montague, art director Roald Van Wyk, copywriter Peter Seterdahl, associate producer Leila Seghrouchni, executive producers Darcey Cherubin and Terry Brogan.
Editor was Livio Sanchez at The Whitehouse.
Visual effects were done at Mac Guff, Los Angeles, by creative directors Simon Scott, directors Stephan Kosinski, Vincent Wauters, Laurent Gillet, Marie-Claire Bazart, visual effects executive producer Darcy Parsons, visual effects producer Ron Cosentino and Laleh Sahrai, creative team members Julien Brami, Benoit Vincent, Jesse Monsour, Nicolas Bruneau, Emmanuel Prevot, Lucas Vanrossum, Nicolas Crochet and Raphaele Berland, with research and development done by Olivier Maury.
The Diamond Trading Company (DTC) is a London-based subsidiary of the De Beers Group, specializing in the sale and marketing of rough (uncut) diamonds. The company forms an essential part of De Beers’ sales mechanism, maintaining an exclusive list of sightholders to which it sells all De Beers gem-grade diamonds coming to the market in a limited number of sales per year. The Journey Jewelry line is sold as a growing collection of jewelry. Retailers are encouraged to sell the diamonds with lines such as the following:
“All women love to think and talk about their relationships, and you can use this Journey diamond necklace to recount your story together. Starting here, you can show her that you remember that your journey together began with a small, single step.”
What Are You Doing For The Rest Of Your Life?
Lyrics by Alan Bergman, Marilyn Bergman. Music by Michel Legrand.
What are you doing the rest of your life?
North and south and east and west of your life
I have only one request of your life
That you spend it all with me
All the seasons and the times of your days
All the nickels and the dimes of your days
Let the reasons and rhymes of your days
All begin and end with me
I want to see your face
In every kind of light
In fields of dawn
And forests of the night
And when you stand before the candles on a cake
Oh, let me be the one to hear the silent wish you make
Those tomorrows waiting deep in your eyes
And the world of love you keep in your eyes
Ill awaken whats asleep in your eyes
It may take a kiss or two
Through all of my life
Summer, winter, spring and fall of my life
All I ever will recall of my life
Is all of my life with you, ooh, ooh