Tiffany & Co turns yellow cabs blue
In this article (4)
Tiffany & Co has turned New York City’s yellow cabs to the jewellery brand’s trademark eggshell blue.
Seven locations across the city have also been given the blue treatment, inspiring an Instagram scavenger hunt.
The move celebrates chief artistic officer Reed Krakoff’s first jewellery collection for the label, themed around the iconic moment from the movie Breakfast at Tiffany’s in which Audrey Hepburn’s character stands in front of the store’s window with a coffee and croissant.
The Atlas clock at the Fifth Avenue flagship store has also been transformed into a digital screen featuring behind-the-scenes footage and vignettes from a campaign film.
Questions & Answers
Q.Why has Tiffany & Co undertaken this marketing initiative?
Why has Tiffany & Co undertaken this marketing initiative?
The initiative celebrates chief artistic officer Reed Krakoff’s inaugural jewellery collection for the brand. The collection is themed around an iconic scene from the film Breakfast at Tiffany’s, featuring Audrey Hepburn's character.
Q.What specifically has Tiffany & Co changed in New York City?
What specifically has Tiffany & Co changed in New York City?
Tiffany & Co has transformed some of New York City’s yellow cabs to their signature eggshell blue colour. Also, seven locations across the city have been given this blue treatment to coincide with the campaign.
Q.What is the purpose of the digital screen at the Fifth Avenue flagship store?
What is the purpose of the digital screen at the Fifth Avenue flagship store?
The Atlas clock at the flagship store has been converted into a digital screen. It displays behind-the-scenes footage and short clips from a campaign film, likely to further promote the new collection.
Reader pulse
Tiffany's blue NYC activation:
21,202 votes so far