This PSA created by Y&R’s Cape Town office just won five Vuka! Awards (local South African awards). Every diamond has a story, and in this PSA their bloody history is illustrated with a doctor overseeing the reaping from the dead bodies in a makeshift hospital somewhere in a warzone.
Title: Conflict Diamonds
Agency: Young & Rubicam Cape Town
Production Company: Blue Panther Films
Producer: Warren Meltz
Director: Grant De Sousa
Cinematographer: Roy Zetisky
Editor: Eben Smal - Priest
Soundtrack: Simon Malherbe
Creative Director: Clinton Bridgeford
Copywriter: Emily Veitch, Ismaeel Chetty, Deanne Longmore
Charity: African Diamond Council
I saw the twist coming, but it's still a powerful idea.