The holiday season, a time synonymous with connection and the joy of giving, sees luxury jeweler Tiffany & Co. once again at the forefront of festive marketing. Partnering with creative agency Anomaly, the brand has unveiled its latest holiday campaign, "Love is a Gift," which reimagines its iconic robin's egg blue boxes as magical portals to diverse love stories around the world.
"Those boxes are actually keepers of these love stories. They're a symbol of the holiday magic made real," explains Caitlin Slack, Group Creative Director at Anomaly. "What if you take this blue box to new heights and have it be this enduring symbol of love that can actually be explored even further and used to heighten emotion, as well?"
At the heart of the campaign is a captivating 90-second hero spot starring actor Anya Taylor-Joy. She navigates a fantastical cityscape constructed from Tiffany blue boxes, each serving as a gateway to different expressions of love: familial bonds in Tokyo, self-love in New York, and romantic connections in London. This visual journey blends nostalgic glamour with a modern sensibility, a deliberate choice by the creative team.
You can watch the campaign's hero spot here: Tiffany & Co. "Love is a Gift" Holiday Campaign
The campaign, which launched on October 28, is a multi-channel effort spanning online video, paid digital, retail, and social platforms. In addition to the hero spot, three 30-second cutdowns delve deeper into individual city sequences, while a fourth combines all three narratives. The soundtrack features The Pied Pipers' 1945 classic "Dream," with its fitting lyric, "dream when you're feeling blue," adding a layer of warmth and romance to the dreamlike visuals.
"There's romance, there's a bit of nostalgia that the track has," Slack added. "We definitely wanted to infuse that feeling of warmth into this dream state that she's in through the music."
Building on a Legacy of Love
"Love is a Gift" serves as the next chapter in Tiffany's holiday storytelling, building upon the success of last year's "With Love, Since 1837" campaign. That 2024 effort, also starring the "effortless, carefree glamour" of Anya Taylor-Joy, garnered an impressive 57 million organic views and boosted the brand's social following by 135,000. Both campaigns were developed in collaboration with Anomaly.
Each vignette within the new campaign thoughtfully links a specific type of love to a distinct Tiffany design: the HardWear collection, inspired by a 1962 design, symbolizes self-love; the Lock collection, dating back to 1883, represents familial love; and the T motif, from 1975, embodies love and possibility.
To bring this vision to life and modernize the brand's timeless iconography, Anomaly enlisted acclaimed cinematographer Lol Crawley, known for his work on the epic drama "The Brutalist," and production designer Nathan Parker, who crafted the campaign's practical sets.
"This year was all about creating the next chapter of the Tiffany holiday stories... and building on that magic of last year with a new kind of beautifully evolved approach, where we get to dig deeper into different narratives and then push the craft of the campaign even further," Slack concluded.
