NEW CAMPAIGNS: Just Diamond to build its brand with first TVC

<p>Local jewellery brand Just Diamond has launched its first TVC in Hong </p><p>Kong, created by Bates Advertising. </p><p><BR><BR> </p><p>The agency has been working with Just Diamond since the client's </p><p>relaunch in 1997, and the current campaign (which also includes print </p><p>ads) intends to increase awareness and strengthen preference for the </p><p>brand. </p><p><BR><BR> </p><p>The TVC was shot in New York, and uses the tagline "Born to be </p><p>different" to convince consumers that every woman is different - and </p><p>Just Diamond will make the difference. </p><p><BR><BR> </p><p>The team at Bates included creatives Iris Lo and Sylvester Song, with </p><p>account directors Janet Shuen and Barbara Tong. </p><p><BR><BR> </p><p>The commercial was directed by Alfred Hau of Such Films. </p><p><BR><BR> </p>