Global Independent Network of the Year:
SERVICEPLAN GROUP
Finalist
Non-Traditional
Sustainability & SDG
| Entrant: | L&C, New York |
| Brand: | Tiffany & Co. |
| Title: | "1837 Tiffany Blue Conservation" |
| Corporate Name of Client: | Tiffany & Co. |
| Client Company: | Tiffany & Co., New York City |
| Client Company Chief Brand Creative Officer: | Hector Muelas |
| Client Company VP Global Media: | Nikoloz Makhatadze |
| Client Company VP Marketing and Creative Ops: | Patti Day |
| Client Company Director and Head of Sustainability: | Annika Dubrall |
| Chief Marketing Officer: | Andrea Davey |
| Client Creative Director: | Francisco Valenzuela |
| Client Company Producer: | Trudy Padden |
| Client Strategist: | Ankit Mehra |
| PR Company: | Peppercomm, New York City |
| PR Company Managing Director: | Maggie Oneill |
| Agency: | L&C, New York City |
| Agency Chief Creative Officers: | Gian Carlo Lanfranco/Rolando Cordova |
| Agency Executive Creative Directors: | Bruno Franchino/Greg Collins |
| Agency Creative Director - Art: | Joaquin Belaunde |
| Agency Associate Creative Director: | Juliana Laborde |
| Agency Copywriters: | Mar Ichiyanagui/Juan Ahumada |
| Agency Editor: | Jose Pacheco |
| Production Company: | Suitcase Productions, New York |
| Production Company Director: | Camden Elizabeth |
| Production Company Cinematographer: | Jonathan Chekroune |
| Post-Production Company: | Grid Content, Buenos Aires |
| Post-Production Company Executive Producer: | Francisco Jara |
| Post-Production Editors: | Francisco Jara/Marcia Luque |
| VFX Company: | Zepellin, Lima |
| VFX Company Supervisor: | Henry Gates |
| Music Production Company: | Agosto Music, Lima |
| Music Production Creative Director: | Claudia Incio |
| Music Production Producer: | Jose Campos |
| Music Production Composer: | Charly Garcia |
| Design Company: | L&C, New York |
Cultural Context:
Tiffany & Co. has a deep-rooted connection to the ocean that spans decades.
The Problem:
For years, Tiffany’s designs have drawn inspiration from the seas, with many pieces reflecting the beauty and power of the ocean.
Now, the brand is transforming its most valuable asset, 1837 Tiffany Blue, into 1837 Tiffany Blue Conservation, a long-term program dedicated to preserving marine life. This initiative directly supports UN SDG 14—Life Below Water—focused on conserving and sustainably using the oceans, seas, and marine resources.
Some projections suggest that we could lose 70-90% of coral reefs by 2050 under moderate to high warming scenarios.
The Solution:
Tiffany & Co. undertook a radical brand transformation by redefining its most iconic asset—“1837 Tiffany Blue”—as “1837 Tiffany Blue Conservation.” In a category rooted in tradition, the brand broke boundaries by turning its heritage color into a symbol of ocean preservation.
The Results:
This permanent shift, backed by a $100M commitment to UN SDG 14, embedded purpose into the heart of the brand.
1837 Tiffany Blue Conservation has committed $100 million USD to ocean restoration, restoring 13 square kilometers of ocean.