The Task: To create a Social Campaign for Tiffany & Co.
Packaging Design for the jewelry inspired from a bird-cage and in Continuation to the core idea of setting free.
Packaging Design for the jewelry inspired from a bird-cage and in Continuation to the core idea of setting free.
The Task: To create a Social Campaign for Tiffany & Co.
About the Organization: Tiffany & C0 is an American luxury jewelry and specialty retailer, headquartered in New York City. Tiffany sells jewelry, sterling silver, china, crystal, stationery,
fragrances, water bottles, watches, personal accessories, as well as some leather goods. Tiffany is renowned for its luxury goods and is particularly known for its diamond and sterling silver jewelry. Tiffany markets itself as an arbiter of taste and style.
Product :
Tiffany & Co plans to launch a new range of jewelry in collaboration with Project Semicolon, an American mental health nonprofit organization that is aimed at presenting hope and love to those who
are struggling with depression, suicide, anxiety, and self-injury. This range of jewelry sports designs in the shape of a semicolon, which is known to be a symbol of solidarity amongst the mental health community.
Target Person : Kavita, the wife of textile tycoon Mr. Batra, leads an interesting life. At 42, she is fashion-savvy, a social media phenomenon, a socialite who takes multiple foreign trips every year.
She hosts charity events, chairs a few NGOs and works towardsM society’s betterment. But on a personal level, she leads a quiet life. A busy husband and the stress to maintain her public image has gotten to her and Kav ta has been diagnosed with Depression. Kavita understand s and sympathises of others with mental health issues and wants to build a healthy conversation around the stigma that comes with Mental Illnesses.
Problem Statement : To sensitize consumers about Project Semicolon’s cause and promote the new range of jewelry by Tiffany’s to increase sales.
Strategy:
Consumer Insight - For people who want to make a difference in the society and feel empowered.
Motivating Insight - Privileged people take great pride and also attain satisfaction when they do good deeds towards helping the society to be a better place.
Single Minded Proposition - You can break free of the stigma around mental illnesses and talk about your true feelings
Tone of Voice - Kind, motivating, Courageous
Consumer Take-out - ‘I can be free of my burdens.’
About the Organization: Tiffany & C0 is an American luxury jewelry and specialty retailer, headquartered in New York City. Tiffany sells jewelry, sterling silver, china, crystal, stationery,
fragrances, water bottles, watches, personal accessories, as well as some leather goods. Tiffany is renowned for its luxury goods and is particularly known for its diamond and sterling silver jewelry. Tiffany markets itself as an arbiter of taste and style.
Product :
Tiffany & Co plans to launch a new range of jewelry in collaboration with Project Semicolon, an American mental health nonprofit organization that is aimed at presenting hope and love to those who
are struggling with depression, suicide, anxiety, and self-injury. This range of jewelry sports designs in the shape of a semicolon, which is known to be a symbol of solidarity amongst the mental health community.
Target Person : Kavita, the wife of textile tycoon Mr. Batra, leads an interesting life. At 42, she is fashion-savvy, a social media phenomenon, a socialite who takes multiple foreign trips every year.
She hosts charity events, chairs a few NGOs and works towardsM society’s betterment. But on a personal level, she leads a quiet life. A busy husband and the stress to maintain her public image has gotten to her and Kav ta has been diagnosed with Depression. Kavita understand s and sympathises of others with mental health issues and wants to build a healthy conversation around the stigma that comes with Mental Illnesses.
Problem Statement : To sensitize consumers about Project Semicolon’s cause and promote the new range of jewelry by Tiffany’s to increase sales.
Strategy:
Consumer Insight - For people who want to make a difference in the society and feel empowered.
Motivating Insight - Privileged people take great pride and also attain satisfaction when they do good deeds towards helping the society to be a better place.
Single Minded Proposition - You can break free of the stigma around mental illnesses and talk about your true feelings
Tone of Voice - Kind, motivating, Courageous
Consumer Take-out - ‘I can be free of my burdens.’
