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Mason Hedgecoth, art director
Bee Reynolds/Nancy Strange, writers
Mason Hedgecoth/Rob Omodiagbe, creative directors
Andrew Clarke, executive creative director
Harvey Marco, chief creative officer
Joe Calabrese, agency producer
Vanessa Scanlan, interactive producer
Argentina Morales, senior integrated producer
Greg Tharp, executive producer
Clair Grupp, integrated production director
William Mincy, visual effects supervisor
JWT New York, ad agency
Diamond Trading Company, client
A Diamond is Forever' is more than just a tagline. It stands for the enduring strength found in every love story. In a year when luxury spending was nearly non-existent—and with a mere 1/3 of previous years' budgets—our goal was simple: remind people that even when the economy is weak, true love is strong. We did not set out to get our audience to buy diamonds this year. We simply asked them to remember what it is that diamonds stand for. We wanted real people to set aside their real worries and their real schedules in order to make what really matters, matter most. We asked our audience to Drop Everything for Love. In the weeks leading up to Valentine's Day, we used traditional media and takeover banners to encourage people to drop what they were doing and visit our website. Once there, a virtual interviewer guided each person through creating their own simple, honest films to declare the strength of their love. Each participant created an elegant black and white web video to share with their partner, and the world. What no one knew was that we were live-moderating the video submissions. We chose couples with moving love stories. And we immediately dispatched crews to bring our online challenges into people's real people's lives. Each of our unexpected real-life challenges lives on as a short documentary film online at dropeverythingforlove.com

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