Aside from being well-known for its precious, high-end jewelry, Tiffany & Co. can quickly and easily be identified by a certain shade of teal blue—which is at the focus of the #TiffanyBlue campaign.
To celebrate Paper Flowers as the first new jewelry collection to be released under chief artistic officer Reed Krakoff, Tiffany & Co is splashing color on the streets of NYC. To help urban explorers discover all of the spots in New York City that have been decorated in the iconic #TiffanyBlue, Tiffany created a custom Google Map detailing all the points of interest. Some of the photo-ops include blue-tinted taxi cabs and subway stations, which of course are accented with plenty of paper flowers.
This edgy, experiential campaign from Tiffany is a reflection of one way that Krakoff is redirecting the brand to capture Millennial interest.