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

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