Where's the love?

The Ashley Madison hack of 2015 left the internet awash in heartbreak and not a small amount of hilarity. We had our own fun with it at the time, but after reading the headlines, the comments, and the social media reactions, one thing kept nagging at us.

With more than 34 million members on the site worldwide, infidelity appeared to be a global problem. So we asked the question that wasn't being asked: where's the love?

The #TalesOfLove campaign

We wanted to flip the script. Instead of more talk about cheating, we asked couples around the world to share their stories — proof that monogamy, devotion, and the kind of love worth celebrating still existed. The format was simple: post a photo on Instagram with your significant other, tag it #TalesOfLove, and tell your story.

Hundreds of couples participated. The grand prize was a diamond Cartier Love ring — chosen deliberately. The Love bracelet collection, designed by Aldo Cipullo in 1969, was built around a single idea: a piece of jewelry that requires the participation of someone you trust. Two people, one screwdriver, one bracelet that doesn't come off without commitment. There's no more fitting symbol for what we were trying to celebrate.