Tiffany & Co. Native Article

This campaign was an extension of my original Tiffany & Co. campaign done that focused on timeless moments. For this extension I wanted to curate an article that was tailored for the target audience and where they would most likely find the article itself. I wrote this for The New Yorker, being that this article is raw, staying true to the brand as well as the concept of moments and memories are indeed timeless and irreplaceable. In this campaign, the focus expanded to the idea of every relationship being unique no matter the type. Bonds between people and what they share are what makes the relationship and memories so special. Throughout the article there are three stories written in letter form, each about different types of relationships. The first is the relationship between brothers, one recalling the most fond memories and what makes their relationship theirs. The second story is from a daughter to her dad, telling why she holds the relationship so close to her heart. Finally, the third is a letter about the relationship that didn’t work out, this in the girl’s perspective on all the things she favored that made it so special. These stories are written as love letters, in the most unconventional form to remind the target audience that it is the small things that make the relationship, not the big headliner moments.

Key Message: A moment turned timeless.

Target Audience: All genders ages 25-35, with an income above 70k a year. They have more room in their budget to spend money on nicer things, living mostly in cities with somewhat luxurious lifestyles. They are either in a relationship or single focusing on their careers.

Insight: Moments and memories are often times tied to objects and places. These objects are ones we can look at and remember back to the priceless moments we never want to forget in our lives.

Role: Copywriter and art director for this campaign.