24 x 36 Point-of-purchase “Replacement”, Mixed media.
This social awareness campaign addresses human rights issues surrounding the diamond industry. The marketing campaign for the De Beers Corporation, “Diamonds are Forever,” was spoofed to illustrate how diamonds truly are forever for those injured as a result, directly and indirectly, of diamond mining. The De Beers ads, romantically illustrate a shadow with a beautiful piece of diamond jewelry adorning the figure.
The Clean Diamonds Now project contradictorily reveals the human figures. Would a mother cradling her child suddenly become a mother mourning her child? The final call to action is for the viewer to visit the website to promote the Clean Diamonds Act.
Photos Courtesy of Giacomo Pirozzi.
