The Gemological Institute of America (GIA) is a non-profit organization and creator of the 4Cs of diamond quality and the International Diamond Grading System™. GIA’s sole mission is to educate and protect gem and jewelry buyers through research, education and laboratory services.

GIA wanted to launch their first brand campaign and demonstrate their dedication to protecting consumers through their GIA grading report. We needed to show how GIA brings the same passion to grading every gem, whether it is the world-famous Hope Diamond or the special diamonds in which people choose to celebrate the most important events of their lives.

We held an extensive video and photoshoot, capturing numerous couples and self-purchasers for the global campaign. We worked directly with GIA specialists in China and India to create customized content for each of those markets. The final campaign included video, print, web banners, social, radio and more.

This campaign won gold in the 2022 Horizon Interactive Awards,

VP, Creative — Armando Ani
Creative Director — Caroline Cahill Canty
Senior Art Director — Lisa Patrizio Benedetti
Senior Copywriter — Marlo Habeeb
Copywriter — Greta Mueller