Developed by AWDC to promote and support the diamond industry, The Diamond Loupe is a one-stop online and mobile platform where diamond professionals can keep up with the latest industry news. As part of the app’s global launch campaign, we designed a flyer with a classic newspaper look to introduce the app’s functionalities and user interface. To make sure we reached the right people, we had actual paper boys distribute the newspaper in the Antwerp diamond district’s main street. Thanks to its straightforward cover design and teaser headline – ‘Forget about yesterday’s news’ – passers-by were more eager than ever to find out about the content of the flyer. The Diamond Loupe launch campaign was one of the most successful AWDC campaigns ever.