Promo, Case study COLOUR OF DREAMS by D'STRICT

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Industry Jewelry, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market United States
Creative Director Sang Hwa Park
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: TIFFANY & CO.
Agency: D'STRICT
Date of First Appearance: Oct 29 2010
Entrant Company: D'STRICT, New York, USA
Chief Executive Officer/Supervisor: Eun Suk Choi (d'strict)
Account Director: Woo Hyun Lee (d'strict)
Creative Director: Sang Hwa Park (d'strict)
Technical Director: Woo Sok Jang (d'strict)
Technical Director: Dong jin Lee (d'strict)
Communication Manager: Jina Lee (d'strict)
Motion Team: Jung Woo Park (d'strict)
Motion Team: Dong Hyun Kim (d'strict)
Motion Team: Young Min Kim (d'strict)
Motion Team: Seung Min Shin (d'strict)
Visual Design: Ji Eun Kim (d'strict)
Visual Design: Hye Eun Jang (d'strict)
Building 3D Modeling: Jin Yee Park (d'strict)
Media placement: Outdoor Advertising Campaign - Tiffany Flagship Building, China World Tower, Beijing - 29th October 2010

Insights, Strategy & the Idea

Tiffany New York wanted to create an unmatched blue book viral event by creating an artistic outdoor campaign for their iconic blue book event, celebrating the opening of new Tiffany & Co flagship store in Beijing.
The idea was initiated for transforming a Tiffany store in Beijing into the scenery of Tiffany & Co. headquarters in Madison avenue New York. Unlike conventional projection projects, the Blue Ribbon campaign was designed with full architectural rendering and created a virtual space in the architectural facade without negotiating the visual presentation of the splendid beauty of the Tiffany collection. From the client perspective, it was designed to showcase the collection in a game changing approach. Also it created a very strong viral & awareness around the physical Tiffany store in Beijing. For the audience, it was a state of the art outdoor performance that offers true artistic entertainment with Branding.

Creative Execution
Interdisciplinary mixture of art and technology- It was designed to be a more immersive and iconic outdoor experience by embracing architectural mapping and 4D stereoscopic creative to show the birth of world's best jewellery brand. 6 months of Creative process was aligned with architectural mapping and the engineering process, carefully crafted with the shape of architectural venue. This splendid performance started with transforming 145M x 47 M X 60M building into a gigantic blue box that symbolizes Tiffany & Co. It was not just about rendering creative, but also needed to embrace the beauty of building itself, creating an unmatched brand experience beyond art and technological integration. All the process was managed by us except the projector supplier.

Results and Effectiveness

The event was covered by numerous influential media and created a strong viral buzz internationally due to its artistic value. From the business perspective, the Tiffany Beijing launch was amazingly successful and million dollar collection sales were achieved. The outdoor performance was considered a most splendid and unique event in the Tiffany blue book viral event history. A quote from one VIP visiting the spot, “It is beyond advertising. It’s more like a one off outdoor show in Vegas and it’s crafted well with brands.”