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 Laird
A–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’ re 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