Brief Explanation

As the leader in the Hong Kong diamond market, Chow Tai Fook was looking to reinforce their leadership position by launching their new ‘3Ex Grade’ standard – a new measure of excellence for diamonds in terms of cut, rarity and reflection. With this in mind, we were challenged to promote the launch.

The Brief

To create a 3 excellence diamond standard campaign as a long term and ownable platform under Chow Tai Fook.

How the final design was conceived

Behind every diamond is a story. So to highlight Chow Tai Fook’s uncompromising standards, we created an intricately-crafted poster campaign. By getting up close and personal, the unique stories that go behind the cut, the rarity and the reflection of every diamond were revealed in exquisite detail.

Indication of how successful the outcome was in the market

This campaign ran at over 3,000 Chow Tai Fook stores throughout HK. The awareness of Chow Tai Fook’s new standard in diamonds received a significant boost with a massive increase in sales immediately after the launch.