PNJ ‘Crafted for Brilliance’

PNJ approaches us for a new campaign reinforcing the prestige of their diamond jewelry and attracting new female consumers. Inspired by the popular term ‘brilliance’ - which refers to a diamond's ability to reflect white light and is the factor that makes a diamond sparkle, we want to associate this quality with brilliant craftsmanship by PNJ’s award-winning jewelers, and with brilliant women who deserve the best for what they have accomplished in life.

In this campaign, we want to talk to female bosses who are champions at their own game. These women are so bold and independent they can reward themselves with luxurious diamond jewelry to celebrate one or many milestones in their career and life. Why diamond? Because they both share the same trait - endure hardships and overcome challenges to shine proudly and brightly.

The thematic film features Thuy Nguyen, an internationally successful Vietnamese fashion designer and a real boss woman. During her walk to the final stage at her grand opening event, we hear the news presenters shouting out her achievements as she greets and meets her friends and guesses. For each milestone announced, a piece of PNJ diamond jewelry beautifully presents itself on her, which then reveal the behind-the-spotlight of both our heroine and the diamonds she wears.