De Beers announced a new global campaign centered on commitments to ourselves, to one another, and the wider world. This marks the start of a fresh, purpose-led brand strategy and the addition of a new chapter in the company’s 133-year long history.

The statement ‘I do.’ is one of the most significant and time-honored expressions of intent. Deeply emotional and instantly life-changing, it is an eternal promise between two individuals to a shared future. De Beers’ new campaign emphasizes the importance of these powerful commitments, and takes these two iconic words into new territory, expanding their meaning to stand for personal pledges of all kinds: to love, friendship, family, society, nature, and more.

The campaign features a wide range of diamond jewelry from across its two Houses, De Beers Jewellers and De Beers Forevermark. In an era where the ethics and values of both consumers and brands are paramount, ‘I do.’ also means action and purpose. By wearing De Beers diamonds, customers can use them as talismans: for individual and collective acts of intent, towards a better, brighter future.

The poetic and moving multi-channel campaign is shot mainly outdoors, in forests, in open fields, and by the sea.

The campaign reflects De Beers’ updated vision of ‘One Brand, Two Houses’.  De Beers Jewellers and De Beers Forevermark now co-exist under one umbrella, marking the shift to a unified, consumer-centric, and purpose-driven brand. While consumers are able to access different product ranges through the two Houses, they will be guided by De Beers’ overall reputation as a brand.