Tiffany’s latest creative called into question over resemblance to rival jeweller’s campaign

By Katie Deighton | Senior Reporter

August 2, 2017 | 3 min read

Tiffany & Co’s latest campaign has raised the eyebrows of eagle-eyed Instagram users who have noted the creative’s similarities to rival jewellery brand Annoushka’s Rule The World campaign.

Created by Mr President in May this year, Rule The World’s print campaign features female hand models showing off the Annoushka’s Crown rings in poses derived from Universal Sign Language.

Tiffany Annoushka

Tiffany's campaign (left) and Annouska's

Tiffany’s print ads, which were released last week (26 July), also depict women’s hands poses covered in rings in similarly expressive poses.

instagram screenshot

Instagram users picked up on the similarities on the New York jeweller’s page, labelling the creative “more than a little similar to” and “rip off of” Annoushka’s campaign. Others noted it was ironic that Tiffany’s work fell under its ‘There’s Only One’ strapline, which aims to celebrate “the power of individuality and self-expression”.

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Tiffany has not responded to The Drum’s request for comment.

Claire Hynes, managing partner of Mr President, said: “We were more than a little surprised to see how closely the #TheresOnlyOne campaign from Tiffany & Co resembles our recent work for Annoushka. Clearly #TheresOnlyTwo.”


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