4Ocean was founded on the belief that business can be a force for good and that the single actions of individual people, collectively, have the power to change the world. As both a public benefit corporation and Certified B Corp, they're committed to ending the ocean plastic crisis.
Challenge, Objective & SMIT
People tend not to care about the global pollution and plastic crises because they don’t see how it directly affects them. Encourage people to change their plastic consumption habits. Humans are the primary cause of the global plastic crises, but we can also be the solution.
Insight & Idea
Mining for gold, silver, diamonds, gemstones, and other metals can result in plastic and water pollution as well as human rights violations. Plastics are a viable alternative in the jewelry industry for a more sustainable future. With 4Ocean, Tiffany & Co. has the opportunity to redefine the family heirloom.
What if 4Ocean partnered their artisans with Tiffany & Co. to create a custom collection made from plastics and ethically sourced materials; producing elegant products that take harmful waste out of the ocean while raising awareness around human rights and disadvantaged people who suffer from pollution the most.
Advertising Activations
The ads for this campaign were extended to include jewelry-focused visuals with artisan spotlights.
Social Media Influencer Extension
Environmentalists, activists, and celebrities doing unboxings, putting outfits together, and talking about/promoting the New Forever initiative.
Earned Media
Collection debuted at and sponsored by NYFW; with hype generated by brand ambassadors, digital publications, and fashion influencers.
Photography
The photography style for this campaign is tender and reminiscent of the love a mother has for her child. This is communicated through the jewelry they both wear — showcasing their bond and defining a new type of family heirloom.
Credits
Creative Direction, Photo Direction, Casting, Production & Design: Mark Baker-Sanchez
Photography: Kelsey Reid
Models: Drea & Drew Fofanah
Instructor: Joel Arzu
Education: ELVTR