Project Main Details
- British male
- Daniel Craig-esque
- pace should be quick
2012-11-06 12:55:35 GMT 2012-11-08 12:00:00 (GMT -06:00) Central Time (US & Canada) Yes (click here to learn more about ) Closed 0 0 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 100 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 0 audition(s) and/or proposal(s) so far.
We gave the generation of tech-inherent experience gatherers something to sink their teeth into …
...with a groundbreaking, must-see launch event that brought to life one of Harry Winston’s most exciting untold tales.”
Then made it impossible to ignore with a twist no one saw coming.
We present to you …
... The Harry Winston Heist.
Over the course of 4 months we released 200 engagement rings to the public …
hosted a spectacular event in New York City where we staged an extravagant diamond heist …
…and ended it all with an engaging global diamond hunt.”
How did we do it?
PHASE 1: PLAN AND PUBLICISE THE EVENT
In order to build anticipation leading up to the event, we published a story based on a scandalous history of events surrounding the world famous Hope Diamond.
Legend states that 200 hundred years ago, the infamous French Blue diamond was stolen from the court of King Louis XV.
In an effort to disguise its identity, the stone was cut into 2 pieces. The larger portion rose to fame as the Hope Diamond, while the other, smaller portion slipped into obscurity...
… never to be heard from again.
In Harry Winston’s last will and testament, the iconic jeweler made is family aware of a secret vault he had kept private for decades.
Inside they discovered the Hope Diamond’s long lost mate.
Much smaller than her counterpart, the gem presented itself in a classic engagement ring setting, perched just above a nameplate that read, simply, “Virtue.
Finally, after years of anonymity, the Winston family would make the elusive Virtue Diamond accessible to the public.
In an exciting and unique ceremony commemorating the bicentennial of the theft of their parent diamond, Hope and Virtue would be reunited.
On loan from the Smithsonian, the Hope Diamond would garner attention. But the two, side by side, would make for a must-see event.
Invitations to the gala included 200 exact replicas of the Virtue Diamond engagement ring, as well as an elegantly typeset telling of the stone’s significant lore.
145 recipients were carefully selected based on age, social standing, industry position, and celebrity.
For the remaining 55 rings, the brand hosted a Facebook lottery where people could enter to receive an exclusive invitation.
The diamonds were sent via postal service, in a nondescript, brown paper package …
... an homage to the eccentric method in which Mr. Winston delivered the Hope to the Smithsonian 55 years ago.
Meanwhile, as anticipation grew, a mysterious figure entered the scene, posting a cryptic message across various social channels.
Communicated through multiple languages, photos, and video, the sentiment was always the same …
Hope and virtue will be tested once again. – CG
PHASE 2: THE EVENT
The Harry Winston Heist
On an exquisite Spring evening in May, we created a night of beauty and innovation. Heritage and luxury. Intrigue and espionage.
The event took place in the grand ballroom at breathtaking Gotham Hall in New York City and would be streamed live in HD at harry winston dot com.
Guests arrived dressed to the nines and made their way down the red carpet, along the Harry Winston logo wall.
At the end of the rouge runway, secret service agents would unhook the velvet rope and usher attendees through a series of security checkpoints and metal detectors.
They would continue down a regal hallway draped in gold velvet and sparkling chandeliers, toward a mysterious glowing entrance.
Upon arrival they found a shimmering, holographic, diamond waterfall under which they would pass. An elegant introduction to the innovation that lay ahead.
On the other side of the glimmering curtain, guests found themselves in a glamorous world of espionage.
Dwarfed among towering, 40 foot ceilings that seemed to fade into the night sky, full coverage projections created rich lighting that moved across the architecture.
Interiors changed throughout the night, while a dramatic soundtrack swelled and calmed, compliments of DJ Dimitri from Paris.
The walls wept diamonds as exotic women swam in slow motion, and lasers criss-crossed at our patrons’ feet.
At times, the atmosphere emulated the seductive opening credits to a 007 film.
But the real star of the show, in the center of the room, impossible to ignore, was the event’s main source of light; a shimmering, glass cube, emitting an intriguing blue light.
Velvet rope and secret service surrounded the enclosure that would protect none other than the newly reunited Hope and Virtue.
Tables harboring vibrant, holographic centerpieces allowed people to browse various Harry Winston collections with a simple hand gesture.
Masked wait staff were half cat burglar, half secret agent, as they dropped from zip lines to deliver exotic cocktails and global delicacies ...
... while radiant jewelry models flirted among the guests.
But perhaps most important were the peculiar interactions between certain eccentric guests throughout the evening.
Post-event recounts of the night described shadowy lurkers, secret transactions, chatter of the mysterious figure CG and his cryptic messages, a young lovers quarrel, and a fist fight.
What people had actually witnessed were actors, planted for the sole purpose of building tension.
Finally, center stage, atop the illuminated glass cube, the distinguished Mr. Westwick commanded the room, welcoming party goers with a charming yet sincere greeting.
A brief introduction ended as the dashing brit announced...
Lights dimmed and music faded.
The high-reaching walls and classic vaulted ceilings started to glow as the story of Hope and Virtue commenced.
The massive projections transported the entire room to a 17th century diamond mine in India.
And on to a French courtyard where an opportunistic explorer meets King Louis XIV.
Then to a 200 year old crime in progress.
Kings, generals, and a corrupt, teenage duke would all play a role in the fantastic tale of the Virtue Diamond.
The audience was riveted … then … lights out.
A wave of gasps traveled through the crowd as teams of secret service sprinted by, speaking into their cuffs … ‘Its not there. The diamond is gone. Virtue is gone.
The Hope Diamond sat alone in its chamber. The Virtue Diamond had been stolen.
Just then, every screen, wall, and hologram in the room flickered on.
We would go on to broadcast a vengeful thief’s announcement.
Followed by a late breaking news report.
And ending with Harry Winston’s announcement of a global diamond hunt.
PHASE 3: THE DIAMOND HUNT
We wanted a way for the event to live beyond just one night, and force our target audience to visit Harry Winston’s newly renovated online presence.
We hid 5 Virtue Diamonds in various locations around the world, conveniently near Harry Winston salons.
We then challenged the world to “help reunite Hope and Virtue” and offered a reward for the diamond’s safe return.
Over the course of 3 months, clues were released weekly via social channels and harry winston dot com.
The HD stream of The Harry Winston Heist attracted 8,000 live viewers.
YouTube views of the event is at 1.2MM and growing.
An astonishing 13,000 fans participated in the hunt for Virtue.
Dot com traffic reached 1MM unique monthly visitors.
Facebook Likes reached 500K.
Twitter followers reached 17K.
The Harry Winston Heist has inspired a trend of upscale, celebrity heist parties.
Adele’s number one hit, Virtue, includes a lyric referencing Harry Winston.
Most importantly, Harry Winston reached a vast new audience, entering the vocabulary of young affluents across the globe.
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