by Ayite Kester Messan-Hilla
Game on, Tiffany!
Tiffany & Co. has teamed up with Trey Laird of Laird+Partners to create a digitally inspiring campaign that is competitive by nature, yet playful in spirit. Entitled ‘Winner Takes All’— the star-studded modeled cast features Carolyn Murphy, Fei Fei Sun, Imaan Hammam, and Kendall Jenner all throwing down while serving up . . . at a ping-pong table.
As we continue our further evolution of all things Tiffany, we wanted to explore another one of the long-standing tenants of the brand…a chic sense of playfulness!
– Trey Laird
The campaign is playfully chic, indeed. Models, dressed in simple black while sporting the best of Tiffany, gear up for their match with a Tiffany blue table, paddle, and pong ball.
Summer is here, so a stylishly irreverent game of Tiffany ping pong was the perfect opportunity to highlight Tiffany’s iconic T collection.
Kendall Jenner, Imaan Hamman, Carolyn Murphy & Fei Fei Sun were all good sports and brought their
– Trey LairdA–game ! The competition was fierce, as were the looks! This wasn’t about a hard sell, this was all about fun! And Tiffany has always been a place where dreams come true. So why not have a little fun with chic Tiffany & Co. blue paddles while you’r e sporting your favorite summer jewelry.
The genius in the campaign is how well it plays in digital. Laird was an early adapter in concepting campaigns that, like a paddle, play well in the palm of your hand and this one is Instagram gold. To assure a strong serve he enlisted director Jake Sumner who helped keep the mood lighthearted with a soft handed topspin of camera cuts.
One of the most unique elements of the campaign was pairing off the talents to go head-to-head in competitive matches, Kendall Vs. Imaan, Carolyn Vs. Fei Fei. Each set against sound effects of a tennis commentator asking the applauding crowds to ‘Take their seats’ while the talents stretch and prep for their heated volleys.
The pairing of Tiffany & Co. and Laird+ Partners has given the traditionally stoic house a new avenue to explore one that is a more scenic route filled with humor and warmth. Which ultimately leads to the best of drop-shots; ‘memories.’ Fancy footwork all around.
Tiffany & Co. Chief Creative Officer | Reed Krakoff
Agency | Laird+Partners
Creative Director | Trey Laird
Art Director | Natalie Paul
Director | Jake Sumner
Models | Carolyn Murphy, Fei Fei Sun, Imaan Hammam, & Kendall Jenner
Stylist | Alex White
Hair | Duffy
Makeup | Diane Kendal
Casting | Stefanie Stein
