Objective

Expand Tiffany’s perspective on love and commitment beyond traditional bridal storytelling, creating a platform that could speak to a broader and more contemporary understanding of relationships.

Strategy

Establish Believe in Love as a long-term brand platform capable of evolving across campaigns, products, and audiences. By shifting the focus from the occasion itself to the people at its center, Tiffany created a more expansive framework for speaking about love and commitment.

Execution

Believe in Love, 2017
A cinematic exploration of love told through intimate gestures, connection, and shared moments. Set to a stripped-down rendition of No One by Alicia Keys, the campaign introduced a new platform that expanded Tiffany’s perspective from bridal to the broader experience of love and commitment.

Believe In Love, 2019
An evolution of the Believe in Love platform, told through a singular perspective. Set to Is That Alright? by Lady Gaga, the campaign launched Tiffany True, the brand’s first new engagement ring line in nearly a decade, alongside A Star Is Born.

Impact

Unified Tiffany’s love and commitment storytelling under a single platform.

Expanded Tiffany’s perspective beyond traditional bridal categories.

240+ press features across Vogue, Harper’s Bazaar, Bloomberg, and other global publications.

30,000+ hashtag uses and 100,000+ social shares.

4M+ global views.