When Gemfields came to us with their creative for their online campaign, we were really excited to get our teeth stuck into the project. It involved producing a wide range of rich media banners spanning across international domains and ran for five months. The campaign focussed on three of Gemfield’s core values; transparency, conservation and sustainability. Three different sculptures were created to best portray the different values. Scroll down to see just a few of the banners we produced for the campaign.
“Transparency, a faceted female form- half emerald and half ruby- embodies the gemstones we mine and highlights Gemfields’ drive for Transparency, the founding principle of their business.”
The rhino sculpture carved from wood and half dipped in recycled green gold with emerald eyes represents the conservation value. This drew inspiration from Gemfield’s partners – Niassa and Zambian Carnivore Projects and Quirimbas National Park who strive to protect Africa’s wildlife and biodiversity.
This piece is modelled off of a flowering baobab tree, Africa’s oldest and most beautiful trees, but they’re under threat, which is why it has become symbolic to Gemfields commitment to sustainability. Gemfields refill the soil they mine, and replant native trees in an effort to reduce an impact to the site and maintain biodiversity.
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