Every Piece Unique campaign launched

Gemfields launches global campaign on October 1

Gemfields, the world’s leading supplier of responsibly sourced coloured gemstones, has launched a global advertising campaign to raise awareness of responsible sourcing in the coloured gemstone industry and promote Zambian emeralds. Zambian emeralds from its Kagem mine in Lufwanyama.

Gemfields believes that coloured gemstones should be mined and marketed by championing three key values – transparency, integrity and legitimacy – and seeks to challenge itself and the sector by setting new benchmarks for responsible sourcing. The campaign was designed to bring these core values and Gemfields’ associated initiatives to life, highlighting the breadth of activities involved in responsibly supplying coloured gemstones to global markets.

“We wanted to bring to life the many stories behind responsibly sourcing precious gemstones in Africa as there is far more to our business than industry-leading mining and geology”, explains Emily Dungey, Group Marketing and Communications Director.

“The characters in the campaign allow us to build awareness of the many life-changing community projects we carry out, our pioneering quest for greater transparency across the industry and the support we provide for vital conservation work protecting Africa’s biodiversity. The campaign is a snapshot of who we are: it’s fun, unexpected and non-conformist, but also gives an insight into some of the ways in which Gemfields strives to leave a positive and lasting impact.”

The campaign film is set in a contemporary art gallery, closing for the night, when the sculptures come to life through movement and dance. Each character moves with unique style, unveiling their distinctive role in the Gemfields ecosphere. 

The six sculptures were designed and brought to life for Gemfields by MPC Creative using motion capture, VFX and CGI animation.

The first character, a faceted female form, half emerald and half ruby, embodies the gemstones that underpin Gemfields’ drive for Transparency, the founding principle of the business. The dance energetically builds as the characters surround a large-scale hanging installation. Comprising bright blue feathers and sparkling rubies, its colouring is inspired by the lilac-breasted roller, a native African bird. This character signifies Livelihoods, the third of Gemfields’ local initiatives and is a nod to the chicken farms created to empower local women.

The characters dance to the base of a flowering Baobab tree, the ‘tree of life’. This iconic African motif embodies Sustainability, Gemfields’ approach to communities near its mining operations. By its very nature, mining impacts the environment, but Gemfields seeks to minimise this where possible. Gemfields does not use chemical substances that are hazardous to health or pollute.

Gemfields’ Every Piece Unique campaign launched globally on 1 October 2018!