As an extension of their holiday campaign, De Beers announced Academy Award-winning actress Lupita Nyong’o as their global ambassador with an exciting 3D activation in the iconic Times Square.

She stars in the latest brand campaign, De Beers: Where It Begins, which tells the story of the only global luxury brand that starts at the source. As a core element of the partnership, Nyong’o will support De Beers’ Building Forever commitment, which aims to advance women and girls where its diamonds are discovered.

In addition to the 3D activation, the campaign included OOH placements in New York, Miami, and Houston.

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