As the leader in the Hong Kong diamond market, Chow Tai Fook Jewellery was looking to reinforce its leadership position by launching its new '3Ex Grade' standard - a new measure of excellence for diamonds in terms of rarity, reflection and cut. With this in mind, we were challenged to promote the launch.

Behind every diamond is a story. So to highlight Chow Tai Fook Jewellery's uncompromising standards, we created an intricately-crafted poster campaign. By getting up close and personal, the unique stories that go behind the rarity, reflection and cut of every diamond were revealed in exquisite detail.

The awareness of Chow Tai Fook Jewellery's new standard in diamonds received a significant boost with a massive increase in sales immediately after the launch.
Art of Craftsmanship
by Chow Tai Fook Jewellery
AD/D/I: arra

Cargo Collective, Inc.
Los Angeles, Calif.