{
  "id": 10848031,
  "title": "De Beers Group launches campaign film for Desert diamond collection",
  "url": "https://urgent.news/2026/09/30/de-beers-group-launches-campaign-film-for-desert-diamond-collection",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-30T03:40:26.000Z",
  "source": {
    "name": "Vietnam Investment Review",
    "slug": "vietnam-investment-review",
    "url": "https://vir.com.vn/de-beers-group-launches-campaign-film-for-desert-diamond-collection-161800.html"
  },
  "original_language": "en",
  "account": "On September 29, 2026, De Beers Group unveiled a campaign film for its Desert diamond collection in China. The film, timed with the Jewellery & Gem WORLD Hong Kong (JGW) and the Golden Week, blends classical Chinese poetry with contemporary aesthetics to reinterpret the timeless message of \"A Diamond Is Forever\" for a new generation. The Desert diamonds represent a modern expression of natural diamonds, emphasizing their rarity, brilliance, and individuality. The campaign aims to appeal to a younger audience seeking to resist conventional definitions and embrace their authentic selves. The film's visuals draw inspiration from the Tang Dynasty poet Wang Wei's lines about a single smoke rising in the desert and a setting sun, distilling the essence of authenticity, individuality, and inner radiance. Filmed with a minimalist visual language and understated narrative, the film highlights the four models of Desert diamonds in their most authentic form. Lü Mo, Director, noted that the film resonates with the younger generation's desire to maintain individuality and resist external expectations. De Beers Group's research shows that 95% of Chinese respondents would like to own a Desert diamond, 94% view them as distinctive, and 96% see them as an innovative departure from tradition. The campaign will be showcased in 25 key cities, including Beijing, Shanghai, and Guangzhou, through digital television, social media platforms, and an integrated online and offline approach. De Beers Group maintains its partnership with Chow Tai Fook, Chow Sang Sang, and TSL | Tse Sui Luen, bringing the Desert diamonds to the jewellery floor for a closer look at their natural beauty and distinctive character. The film extends the legacy of A Diamond Is Forever, offering a contemporary interpretation of the idea that natural diamonds embody lasting, rare, and timeless qualities.",
  "summary": "Diamond mining company De Beers Group released a promotional campaign film titled Desert diamonds incorporating Tang Dynasty cultural themes to market its natural diamond product line",
  "key_points": [
    "De Beers Group launches campaign film for Desert diamond collection in China on September 29, 2026",
    "95% of Chinese respondents would like to own a Desert diamond, 94% view them as distinctive"
  ],
  "editors_take": "De Beers Group's Desert diamond campaign in China reinterprets its classic A Diamond Is Forever message for a younger audience seeking individuality, blending traditional and modern elements to appeal to their values.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}