The guys at The Hundreds had a really crazy advertising idea, which cost them a whopping $3,115,000. They contacted celebrity jeweler Ben Baller and asked him to create the biggest and most opulent gold chain, studded with dazzling white diamonds. They sat down and discussed the basic requirements, which were pretty easy to grasp: a ridiculously huge chain and pendant that would be seen “from a mile away”.
With that in mind, Ben Baller went back to his workshop and started working hard on this bold project. He only had 2 weeks to do it, because The Hundreds wanted it before the company’s 10th anniversary photo shoot. Finally, after using 26 kilos (over 57 pounds) of 18k yellow gold and 700 carats of diamonds, the world’s largest and most expensive chain was completed. Ben even managed to do the job in less than two weeks – 13 days, to be more accurate.
You’d think that when he made the delivery, Bobby and Ben (the founders of The Hundreds and the guys who actually commissioned the chain) were thrilled and over the top, but then you would be wrong. Even though they properly thanked Baller for his work, they later showed a lot of frustration for having invested over $3 million in such an extravagant advertising campaign. The fabled “Jeweler to the Stars”, however, was very satisfied with his accomplishment.
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