Go inside the worlds of art, fashion, design, and lifestyle.
“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 Gemfields’ Group Marketing and Communications Director, Emily Dungey.
Taking place in a modern art gallery setting, the video begins after-hours. With no one in sight, six artworks come alive and, through an impressive display of CGI and VFX technology, tell a story through dance.
First, an emerald and ruby human figure (embodying the company’s transparency) awakens an abstracted paper figure, which represents education. The pair then arouses a wood-and-gold rhinoceros, who serves as an icon for conservation. Eventually, the trio is joined by a Fabergé egg, representing health, and an African bird, signifying livelihood. The group then gathers around flowering tree of life—a figure of sustainability.
Eventually, completing the Gemfields ecosphere, the ensemble unites in dance accompanied by a lively, techno rhythm. Each moves in its own style, but together they complete the choreography.
“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,” Dungey said.
“Within every Gemfields gemstone lies a unique story of beauty, color and ethics. LuxHub is very excited about this new collaboration which brings to life Gemfields’ guiding principles and the essence of our on-going media campaign urging fine jewelry consumers to show their true colous when it comes to colored gemstones,” said Livia Stefanini, Head of LuxHub, the company behind the campaign’s global strategy, planning, and buying.
While the video is surely a lighthearted and unexpected visual anecdote, the campaign also illustrates the importance of the work Gemfields takes part in behind the scenes. In addition to responsible mining practices that leave their extraction sites in optimum condition, the company initiates projects like opening schools and education programs, aiding in protecting Africa’s wildlife, and providing healthcare for the citizens local to their African mining sites.