De Beers made a billboard of roses that are withered Bashny.Net

In May this year an international corporation De Beers, together with the agency JWT New York conducted an advertising campaign aimed at reviving its slogan «A diamond is forever» (Diamonds - it is forever), which the company has enjoyed more than 50 years .In the 1940s, De Beers hired an advertising agency to increase the sales of diamonds. Agency N.W. Ayer, who owns several immortal advertising slogans for large corporations, has developed a very successful campaign, linking diamonds with love and romance. A young employee of the agency copywriter Gereti Frances (Frances Gerety), suggested that the phrase «A Diamond is Forever», which allegedly dreamed her in a dream.

Slogan positioned diamond as a symbol of endless love. He also made it clear that the diamonds will always maintain its high cost. The Corporation now uses this slogan in advertising it has been translated into 29 languages. In 2000, Advertising Age magazine proclaimed him the best slogan of the 20th century.



But recently, the company was faced with the fact that the phrase began to lose its significance. Men are increasingly buying perfume, chocolates and flowers to express and show their love. It was decided to make a comparison with other diamonds are very popular, but short-lived presents, this time with flowers.

The task was also to be involved in this process of people on an emotional level. Together with the famous floral designer Todd Antony (Antony Todd) creatives created a living sculpture, which was a symbolic phrase «A diamond is forever», entirely lined with red roses.

"I think that this installation is a separate art form in which the concept is intertwined with nature and clearly conveys the message," said the designer.
In addition to selecting and creating the sculpture, it was necessary to find the ideal location for the installation. They became Grand Central Terminal, one of the most beautiful and romantic places in New York. Engineers and florists working hours to build this unusual two-sided sculpture, which took more than 25,000 roses.




The installation attracted a lot of people. The visitors' traffic in this high-traffic area, and so increased by 40%. Then Rose began to fade, and people began to understand the message inherent in the sculpture, that the flowers - it is very beautiful, but short-lived.
The campaign received a large number of free references and placements in various media by about $ 2, 5 million dollars. Dozens of articles and reviews in newspapers and online publications. Hundreds of people came every day to track the status of the installation, while others followed the course of events in the network. By the time the installation is completed to exist, clear message has been completely transferred and disclosed. The flowers are very beautiful, gentle and touching, but they die. Only a diamond - it is forever.

via / kreativnyj_obzor / 2007/12/07/21289 /