For the first time ever, and through a year-long campaign, Tiffany & Co. captures the artisans that masterfully create its most iconic diamond piece, depicting the reason that makes the "Tiffany Setting" engagement ring a stand-out creation in all its glory.
“When our founder Charles Tiffany introduced the Tiffany® Setting in 1886, he gave us not only a symbol of true love, but also an enduring reminder of our diamond heritage and reputation for craftsmanship,” said Caroline Naggiar, chief marketing officer of Tiffany & Co. “What better way to celebrate the 130th anniversary of this handcrafted ring than to honor its makers.”
Photographer Martyn Thompson’s black and white pictures capture the artisans meticulously hand-cutting, polishing and crafting each ring just like 130 years ago, while the videos directed by Keith Ehrlich feature voiceovers by artisans themselves.
Created with Tiffany’s New York-based ad agency, Ogilvy & Mather, the campaign will be featured in print and digital media under the hashtag #TiffanySetting. Entitled “I WILL”, this release complements the one that was unveiled in Spring 2015 “WILL YOU?” featuring modern couples committing to spend their life together.
Mirella Haddad
