Diamond Week
Year: 2024
Brand: Mejuri
Role: Design Direction and Execution
Project Type: Promotional Campaign
THE GOAL
Create a strong promotional sale experience that challenges traditional diamond approaches. Leverage a longe tease phase to prime audiences and build consideration funnel.
THE CAMPAIGN
The iciest week of the year is here. Get that damn diamond and save 15% off.
THE CREATIVE DIRECTION
Leaning into Diamond Week as a commercial moment with explicit sale language, creative prioritizes the discount and leverages close-up off figure images to showcase quality and craftsmanship for higher priced products. Inspired by the facets of a diamond, 3D graphics make up the hero creative. “Diamond Week Blue '' returns for the second year, giving the campaign a recognizable accent colour, branding it cohesively, while making a visual statement about the sale.
