Company Background
Rare Carat is one of the world's leading online diamond marketplace. Lab-grown diamonds have been an upcoming trend in the industry due to shifting consumer preferences and ethical concerns. This shift however, is resisted by negative perceptions of lab-grown diamonds.
The Ask
To rebrand and transform Rare Carat into an environmentally-conscious brand, supporting lab-grown diamonds and eliminating dichotomy of real and fake diamonds.
The Challenge
There is a misconception that lab-grown diamonds are not as authentic or valuable as earth-mined diamonds, even though they are equal on a molecular level. Past advertising and years of perception have reinforced the belief in the value of earth-mined diamonds.
The Insight
People are fixated on the differences between real and fake precisely because they are constantly juxtaposed against one another.
The Strategy
Shift perception using language, eliminating real vs. fake comparison.
The Idea
A digital and OOH campaign that redefines lab-grown diamonds as diamonds, period. Nothing more, nothing less. By removing the classification, consumers are able to define and give meaning to their stones according to their own stories, instead of a value placed upon it. Rare Carat's website overhaul also presents the opportunity to educate people about how diamonds are cultivated.
