Tiffany & Co.

#LoveNotLike Campaign
Talent Procurement & Digital Campaign


The Brief

ITB's goal was to re-engage Tiffany's target audience by adding freshness to the Return To Tiffany collection, with 26 new styles being introduced under the sub-collection Return to Tiffany Love.

ITB identified and utilised a cast of strong digital influencers to lead the campaign and carry the activation in a light and playful manner, while illustrating what these individuals enjoy and love about life. 


The Casting

ITB worked with Tiffany & Co. (alongside Wednesday) to secure models and Instagram sensations Imaan Hammam, Fernanda Ly, & Pyper America for their digitally-led campaign, #LoveNotLike.

A key pillar of this casting was to engage talent with their own voice and perspective, as each talent was asked to create their own unique content and assets for the campaign.  In doing so, a narrative was built – one that showcased intimate moments and also the distinct personalities of each girl. 

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The Campaign

The #LoveNotLike campaign, photographed by Cass Bird, appeared globally through social media, and in digital and print advertising.

The three models kicked off the supporting digital campaign by sharing what they love through their own social channels.

Tiffany also designed a #LoveNotLike geo-filter for all 93 U.S. Tiffany store locations. Audiences were encouraged to share what makes their heart skip a beat by using the hashtag #LoveNotLike.