LEO DIAMOND CRY GIRL
Woman is like a diamond. Both need to go through a process of pressurizing and polishing to become a perfect one. With this insight, Leo Diamond links its product to pain in the campaign. With all the pain we endure, we become a stronger person and leave us to shine brighter just like it does to diamond.
30 ambassadors shared their stories of hardship, which were made into visuals featuring their crying faces and a single quote that summarizes their stories. The visuals are scattered around the city in bus shelters and Mabelle’s stores, as well as on Facebook for treasure hunt. The first one to capture all the 30 crying visuals will win a one-carat diamond as a reward.