The ask: position Forevermark as a an ally and confidant to the single men looking for the perfect diamond ring for their bride-to-be.

The result: an honest-but-cheeky guide to popping the question for young, single, aspirational guys written by the young, (mostly) single, aspirational guys (and ladies!) at UrbanDaddy.

This was a wonderfully challenging undertaking: we had to imagine the UrbanDaddy persona deciding to settle down, bend the knee and symbolically trade in his independence for a greater partnership. How would he do that?

The answer: a 40-page guide on what to wear, where to do it, how to say it and what to drink afterward that debuted right before the engagement ring rush season. (If you’re guessing, “Right before Valentine’s Day?”, good guess.)