An evocative commercial advertising a rare diamond looks set to disrupt the way diamonds are marketed. The commercial, titled the “The Light at the Start of Everything”, is the work of TBWA SA, and explores the origins of the Okavango Blue of Botswana, the largest fancy deep-blue diamond that has ever been made available for auction and the largest blue diamond discovered in Botswana. Botswana is one of the world's largest producers of ethically sourced natural diamonds. The stones are the country’s main source of income and account for about 80% of its exports. Only a small percentage of the diamonds discovered globally are classified as fancy colour, with even fewer being classified as fancy blue. The Okavango Blue’s unusual colour make it a “once-in-a-lifetime” find, says Marcus ter Haar, MD of the Okavango Diamond Company (ODC), a rough diamond marketing company wholly owned by the Botswana government, which is using the stone as part of a campaign to promote the Botswana diamon...

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