Sentient gemstones host an after-hours dance party at an art gallery
Gemfields, the world’s leading supplier of responsibly sourced coloured gemstones, has launched a global advertising campaign with Gutenberg Global and adam&eveDDB in order to raise awareness of responsible sourcing in the coloured gemstone industry and promote Zambian emeralds and Mozambican rubies.
The animated campaign, titled Every Piece Unique, is set in a modern art gallery, closing for the night, when the sculptures come to life through movement and dance. Each piece of art is intended to represent the values of the brand and moves in a unique way, reflecting the meaning behind its character and personality.
Transparency, a faceted female form made of half emerald and half ruby embodies the gemstones the brand mines. Education, a scroll-like paper sculpture personifies the seven schools Gemfields has established across the two countries. Conservation, a rhino sculpture, was chosen to reflect their work with Zambia Carnivore Programme, Niassa Carnivore Project and Quirimbas National Park.
Health, a vibrant, abstract painting with human forms surrounding a Fabergé egg, symbolises their two mobile health clinics in Mozambique and a recently upgraded health centre in Zambia. Livelihoods, a large-scale hanging installation, comprising bright blue feathers and rubies is a nod to the chicken farms the brand has created to help establish sustainable livelihoods for local people. Lastly, Sustainability, a huge flowering Baobab tree embodies their approach to mining – reducing impact to the site and maintaining biodiversity.