#TBT | Tier10lab
Nothing embodies the idea of commitment like a diamond ring. It’s fitting, then, that De Beers, the largest miner and distributer of diamonds, has stuck with the same advertising campaign for more than 50 years. “A Diamond Is Forever,” after all—and so is a genius slogan. These four small words not only helped save an industry in decline, but also changed the bedrock of American culture.
Take a moment and think back to 2005. For many people, it may seem as though only days have passed since the year ended and revelers in Times Square cheered in 2006. However, upon closer inspection, it becomes clear that the past 9 years have been some of the most formative in recent history.
It’s late February. Rain is pouring from the sky, wind is whipping at my face and I’m on the back of a camel that refuses to do anything but scowl resolutely at my left sneaker. The camel and I are on a dune in the northern African nation of Morocco.