Gemfields, the supplier of responsibly sourced coloured gemstones, has launched a global advertising campaign with Gutenberg Global and adam&eveDDB, in order to raise awareness of responsible sourcing in the coloured gemstone industry.
The mining company believes that coloured gemstones should be mined and marketed by championing three key values – ‘transparency, integrity and legitimacy’ – and seeks to challenge itself and the sector by setting new benchmarks for responsible sourcing.
Gemfields said the campaign was designed to bring these core values and its associated initiatives to life, highlighting the breadth of consideration involved in responsibly supplying coloured gemstones to global markets.
Emily Dungey, group marketing and communications director, said: “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.
“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.”
She added: “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 film is set in a contemporary art gallery, closing for the night, when the sculptures come to life through movement and dance. Each character moves with unique style, unveiling their distinctive role in the Gemfields ecosphere. The six sculptures were designed and brought to life for Gemfields by MPC Creative using motion capture, VFX and CGI animation.