PARIS, Sunday: The Gerety Awards is launching a call-for-entries film by reaching back to American copywriter Frances Gerety – who in 1932 coined a phrase that has rung down undiminished through the decades – A Diamond Is Forever – for South Africa’s De Beers Mines (purloined in 1971 by 007/James Bond.
The awards deadline is in one month – on Monday 1 April – and winners will be announced in Paris in mid-July.
The jury includes leading global agency and brand creatives …
- Francine Li, global brand marketing, NetFlix, USA
- Laura Jordan Bambach, chief creative officer, Mr President, UK
- Samantha Almeida, director Mynd_Music2, Brazil
- Britta Poetzsch, chief creative officer, Track, Germany
- Kainaz Karmakar, chief creative officer, Ogilvy, India
Gerety scribbled the slogan on a piece of paper late one night. Her associates at Philadelphia ad agency NW Ayers. Her associates were initially hesitant due to its strange grammar, but it eventually became one of the most recognized advertising slogans of all time.
The slogan has been used in every De Beers ad since 1948 and continues to be used today. In 1999 (the year of her death, aged 83) Advertising Age named A Diamond Is Forever as The Slogan Of The 20th Century.
- Full details here: www.geretyawards.com
- View the video below
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