Advertiser: TIFFANY
Agency: R/GA
Category: Photography
Advertising campaign: TIFFANY TRUE LOVE IN PICTURES
Vice President/Creative Director: Evelyn Kim (Tiffany)
Group Director/Production: David Gilman (R/GA)
Executive Creative Director/Experience Design: David Womack (R/GA)
Senior Content Strategist: Kristen Joy Watts (R/GA)
Manager/Senior Art Director: Olivia Choi (Tiffany)
Senior Visual Designer: Elliot Burford (R/GA)
Group Director/Creative Director: Esther Chung (Tiffany)
Senior Copywriter/Manager: Helen Yun (Tiffany)
Senior Implementation Specialist/Print Production: Olga Lamm (R/GA)
Senior Print Producer/Print Production: Erica Jensen (R/GA)
Senior Social Strategist: Lauren Belomy (R/GA)
Brief Explanation
Tiffany has long played a role in the world¹s great love stories. Inspired by the new ways people are sharing their stories, Tiffany created “True Love in Pictures,” one of the first campaigns to use Instagram¹s open API. Tiffany encouraged fans to contribute their photos, seeding the effort with help from influential Instagrammers. There were over 3,000 submissions the first six weeks alone.The payoff for fans? We turned their Instagrams into one-of-a-kind print postcards, which we mailed to them, all over the world, free. For a brand dedicated to turning intimate moments into unforgettable memories, it was only fitting.