where you are — Letters from Flora

Going Silver with Tiffany’s

Or: how the Vanguards went rogue and made their mark by going solo.

Step 1: a special website, specifically tailored around the Going Silver campaign.

Going Silver with Tiffany's is a celebration of Self.

We believe in the glow of self-expression, the power of going solo, and the radiance of silver.

We believe you don't need a silver screen to be a main character in your own life.

With Tiffany&Co., silver becomes your secret weapon, a symbol of your strength and commitment to yourself.

We are here for a generation of creators and protagonists. People who write their own stories. Who know they are worthy of being seen and heard.

Who create beauty for beauty's sake. Who shine, unapologetically.

This is for the wild and the everyday adventures. For creating magic in the mundane. For the most important person in your life.

A love story that lasts a lifetime.

Going Silver with Tiffany's.

Thought & strategy behind the campaign, and why we think Gen Z will care.

Create a campaign for Tiffany&Co. Silver Fine Jewellery Collection that will capture the attention of the (Gen Z) Vanguards and make them fall in love with Tiffany&Co.
(1) Tiffany has originally been associated with romantic love. In their latest campaign, they have focused on platonic love. Self-love feels like a logical next step to complete the trilogy.
(2) The Vaguards are bold and imaginative. They like to forge new paths, and they aren’t afraid to go at it alone.
(3) Current trends amongst Gen Z include: self-love, solo dates, Wes Anderson-style TikTok videos, and the concept of Main Character Energy.
(4) Customer research shows that Gen Z doesn’t care much about brands, but buys jewellery because of how it makes them feel. We want to help them feel powerful.
We created a campaign around the concept of “going solo, but make it shine”. Introducing: Going Silver with Tiffany’s.
The campaign includes all the elements of a good Gen Z project: customised playlists, exciting city adventures, TikTok filters, and the opportunity to tap into that MCE* wherever you go.
(*Main Character Energy)