Academy Award-winning actor Lupita Nyong’o has been appointed as the first worldwide ambassador of the diamond mining corporation De Beers.
As a result of the collaboration, she will play the lead role in the company’s upcoming advertising campaign, “De Beers: Where It Begins,” which explores the history of the prestigious luxury brand. The campaign follows Nyong’o as she finds a rough diamond and witnesses its enchanted transformation into stunning jewelry.
On November 3, the campaign will go live globally with integrated media activations across several touchpoints, directed by acclaimed Australian photographer and filmmaker Lachlan Bailey.
Nyong’o will also promote De Beers’ ‘Building Forever’ commitment through the partnership, which strives to empower women and girls in areas where its diamonds are found. De Beers will collaborate with Nyong’o in particular to meet the brand’s stated objectives to help 10,000 women entrepreneurs, engage 10,000 girls in STEM, and invest at least $10 million across southern Africa by 2030.
According to Marc Jacheet, De Beers CEO, brands – “With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities. Embodying modern and responsible luxury, Lupita is an inspiration for all of us. De Beers is proud that Lupita has joined our Building Forever commitment to people and the planet and we stand with her as she embarks on an exciting chapter in her career.
Nyong’o added: ”I’m honored to be the first global ambassador for De Beers. This campaign brings to life the transformative power that I feel when I wear De Beers’ diamond creations, and the pride in knowing where they come from and the good they do. Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”
