Tiffany: About Love｜A tribute to 1960s-glamour

From a stationery boutique founded at 259 Broadway Street in New York in 1837 to the world’s leading jeweler, Tiffany’s success is largely due to its strong brand recognition rooted in the hearts of consumers. When it comes to Tiffany’s, three images are bound to come to everyone’s mind: the Blue Box, Yellow diamonds and Audrey Hepburn.

As Beyonce and Jay-Z’s first joint campaign, “About Love” aims to explore emotional connection and its truest side. What is special about this video is that although it seems that only yellow diamonds appear in the film, in fact, two other very important brand elements are also included, which fully embodies the brand culture.

Beyonce wears the famous Tiffany “Legendary yellow Diamond” sits at the piano and plays “Moon River”. The 128.54 carat yellow diamond (the original stone weighs 287.4 carats) was also worn by Audrey Hepburn.The song “Moon River” sung by Beyonce in the film is also the song sung by Audrey Hepburn in the film Breakfast at Tiffany’s.

The power of brand stories will undoubtedly give consumers an emotional resonance, build and deepen the connection between consumers and brands. Truman Capote’s novella ​Breakfast at Tiffany’s published in 1958, and later made into a movie starring Audrey Hepburn, undoubtedly succeeded in pushing the brand to a new level. Tiffany showed the most famous natural yellow diamond of over 280 carats. It is not only a masterpiece of Tiffany but also successfully consolidated its jewelry status. In the movie, the salesperson faced the compromise of true love and provided engraving services so that everyone watching the movie could appreciate Tiffany’s thoughtful service, and also rendered Tiffany’s strong brand concept. Undoubtedly, the film is still a classic, and for Tiffany, it’s a permanent influence.

Back to “About Love”, the most eye-catching feature is the background painting “Equals Pi”, a 1982 work by legendary New York artist Jean-Michel Basquiat. The work has been part of a private collection since its creation, and this campaign for the Tiffany brand is not only the first public appearance of the work, but also continues tiffany’s long tradition of working with pioneering creative people in New York. My first thought when I saw this painting was that the color of this painting is Tiffany’s brand color.

Tiffany blue is the color of robin eggs. In the West, the monogamous robin symbolizes romance, happiness and eternity, which is precisely the personality of Tiffany’s brand. The small blue box and white ribbon have become the most recognizable packaging in history, with a strong Tiffany brand identity. The simple and capable style reflected in the packaging makes Tiffany more elegant and romantic in the hearts of consumers. This is also the message the brand wants to convey to consumers.

Information Passed to Us

Although this video tells a modern love story about Beyonce and Jay-Z, it successfully reminds me of three very important brand elements of Tiffany. I’m sure most of you, not just me, know about Breakfast at Tiffany’s. I even went to Tiffany’s cafe and had a real Tiffany breakfast. Sitting in a Tiffany cafe, enjoying a cake like a Tiffany gift box with Tiffany tableware undoubtedly extends the diversity of products, breaking the traditional jewelry model and getting closer to consumers.

The yellow diamonds and high-end jewelry in the film convey the strength and status of the brand to us. Among them, the “T” of Tiffany Neutral has caught the desire of a new generation of consumers. I think this collection is more modern and easier to catch young consumers. There is no doubt that Tiffany has become a gorgeous everyday brand, classic and modern.

What surprised me most was the painting “Equals Pi” in the video. It is quite novel to use artwork as a metaphor for packaging. I used to love this blue box, too. And I believe that this move is the brand confidence of Tiffany. It also tells us that the creativity and vitality of this brand is so strong.

It Is the Sharable Content

What I really like about this video is that it’s very textured. It is a perfect blend of modern and classic brand stories that remind us of the classics without feeling stale and boring. And superstar couple Beyonce and Jay-Z in the film is very big hotspot. The brand image of Tiffany, the artistic temperament of Beyonce and Jay-Z and the painting “Equals Pi” are all perfectly presented in this video. It is not just a simple advertising film, but mutual achievement.