When creative vision combines with an open minded brand, great things can happen.
This is beautifully illustrated by this recent Tiffany & Co. campaign in NY City. Brining the vision of Chief Artistic Officer Reed Krakov, to life with this multi-touch outdoor campaign. Executed independently these elements would be interesting and draw attention in their own right. But combined, and in market simultaneously the synergy created is an example of best practice and what a campaign often strives to achieve. Creating a newsworthy event, in just the right places.
Reed Krakoff’s rendering of a Tiffany Blue taxi.
A rendering of a Tiffany Blue bodega, by Reed Krakoff.
As Krakoff told Vogue; he was inspired by the effortless beauty and certain irreverence that Audrey Hepburn embodied in Breakfast at Tiffany’s. It’s “the juxtaposition of wearing a floor length gown and a tiara while holding a paper bag with coffee and a pastry,” he explains. “The idea that luxury doesn’t have to be formal.”
This is a further example of luxury brands aligning with street culture, and changing their tone of voice to influence the more casual luxury consumer. A pattern that we see more and more, we find the stereotype changing in the brands we work with.