Gemfields launches ‘Every Piece Unique’ global campaign to call for responsibly sourced gemstones

Gemfields has launched a global advertising campaign - “every piece unique” with Gutenberg Global and adam&eveDDB to raise awareness of responsible sourcing in the coloured gemstone industry.

Gemfields, global supplier of coloured gemstones, believes that coloured gemstones should be mined and marketed by three key values – transparency, integrity and legitimacy, stated in the press release.

The campaign aims to promote these values and Gemfields’ associated initiatives, highlighting the breadth of activities involved in responsibly supplying coloured gemstones to global markets, as well as to raise awareness of responsibly sourcing emeralds and rubies from their origins in Zambia and Mozambique.

“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,” explained Emily Dungey, Group marketing and communications director at Gemfields.

The campaign film is set in a contemporary art gallery, closing for the night, when the sculptures come to life through movement and dance. Each character represents one of Gemfields’ core values or its life-changing initiatives for the communities near its mines over improved education, health care, sustainable livelihoods, and conservation efforts.

“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 work protecting Africa’s biodiversity,” said Dungey.

Dungey said: “The campaign is a snapshot of who we are: it’s fun, unexpected and non-conformist, but also gives an insight into some of the ways in which Gemfields strives to leave a positive and lasting impact.”

The campaign was created by adam&eveDDB with production carried out by Gutenberg Global and media planning and buying carried out by Havas LuxHub Media. The Moving Picture Company (MPC) in collaboration with FutureDeluxe produced and directed the campaign film, with six characters brought to life by MPC Creative, using motion capture, VFX and CGI animation.