Business Challenge: How do we make Tiffany & Co top of mind for consumers globally, following a surge of new competitors in the industry and decline in sales?

Solution: We offered strategic counsel for how to reinvigorate brand love and gain market share by using the brand’s heritage and iconic Tiffany Blue.

In partnership with the new Creative Director, Reed Krakoff, we recommended bringing the new Paper Flowers collection to life through a bold, creative takeover of NYC with multiple different touch points—using the iconic Tiffany blue as the brand’s hero.

Transforming bodegas, wrapping taxi cabs, branding subways and metro cards, posting wheatpastings, live skateboarders—the executions took place around Soho and Midtown near key stores to drive retail traffic.

At the Fifth Avenue Flagship store, we built a vast digital clock, showcasing hours of interactive content with a social media integration for national reach, and hosted a major VIP launch party—showcasing the store in a new innovative way.

The project generated consumer sentiment that met the CEO’s strategy of repositioning Tiffany & Co.  as ‘a next generation jewelry store, with the sentiment carried through via media and influencers.

Executed in partnership with Mission