Coloured gemstone producer Gemfields has launched a global advertising campaign aimed at raising awareness of responsible sourcing in the coloured gemstone industry and promoting Zambian emeralds and Mozambican rubies.
The campaign focusses on three key values — transparency, integrity and legitimacy — and highlights the breadth of consideration involved in responsibly supplying coloured gemstones to global markets.
Called ‘Every Piece Unique’, the campaign film is set in a contemporary art gallery, closing for the night, when the sculptures, including a faceted emerald and ruby female figure, come to life through movement and dance. Each character moves with unique style, unveiling its distinctive role in the Gemfields ecosphere.
“We wanted to bring to life the many stories behind responsibly sourcing precious gemstones in Africa, as there is far more to our business than industry-leading mining and geology”, explains Gemfields Group Marketing and Communications Director Emily Dungey.
She adds, “The characters in the campaign allow us to build awareness of the many life-changing community projects we carry out, our pioneering quest for greater transparency across the industry and the support we provide for vital conservation works protecting Africa’s biodiversity.”
The global campaign launched on October 1.