De Beers, 'Mythical Women', by Les Ouvriers du Paradis

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The diamond producer De Beers is attempting to position itself as a luxury jewellery retailer in a new international print campaign from Les Ouvriers du Paradis, the Red Cell-owned Paris agency. The ads depict mythical women wearing De Beers jewellery. "Eve" features a red-headed model clutching the fateful apple to her cheek, while "Venus" borrows from Botticelli's The Birth of Venus with a close-up of the same model adopting a pose from the painting. A third execution, "Diane", features the model as the Roman goddess Diana the hunter.

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Released: 30 June 2005

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Credits

Project
Mythical women
Client
Fabrice Paget, marketing director, De Beers
Brief
Position the De Beers brand as a luxury jewellery retailer
throughout Europe, Asia and North America
Creative agency
Les Ouvriers du Paradis
Writer
Eve Samakh
Art director
Sylvie Vermersh
Planner
Emmanuelle Guillon
Media agency
Team UK Media
Media planner
John Graves
Photographer
Miles Aldridge, D&V
Exposure
International magazines

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