Tiffany & Co. Lets the Jewelry Do the Talking in a New Dubai OOH Campaign
Against Dubai’s constant rotation of promotional-heavy outdoor advertising, Tiffany & Co. has rolled out a campaign that feels almost deliberately uneventful, in the best way possible.
Following their previous collection launch campaign, these uni-pole billboard showcases Tiffany’s HardWear jewelry line in the form of a Tiffany and Co. blue box. There are no attempts to interpret the brand on a local level. There are no explanations or emotional messages. Rather, the Tiffany and Co. brand relies solely on the concept of recognition; leaving it up to the consumer to make assumptions as to the Tiffany and Co. brand. newData)
Visually, it lacks all those formulas that can be found in most of Dubai’s outdoors. There are, in fact, no faces, nor is there any use of movement-based compositions or layering of information sequencing for priority and emphasis. Rather, it is object-focused, shot with unadorned light and placed in front of an empty background where the Tiffany Blue is tasked with most of the illumination work, and with equal confidence, the logo is placed with no use of scaling or emphasis. The billboard is anchored by Tiffany’s most identifiable asset: that iconic Tiffany Blue box.
Indeed, the choice of the HardWear collection is significant here. It is a jewelry line famed for its use of industrial chain links and nods towards the buildings of New York City, and it always had an inherent sense of durability rather than femininity or fantasy about it that makes sense within the context of the campaign. There is no sense of the jewelry as a present, an occasion, or an element of a lifestyle, but rather something that is solid and that stands the test of time itself.
This installation cements that idea. Placed in heavy-traffic area of a Dubai street, with glass skyscrapers and bustling street signage all around, this advertisement stands out by doing nothing in response to its environment. Where most ads attempt to shout their points through a crowded environment, the Tiffany & Company installation gets the job done by not doing anything in response to what is happening around it.
There is also a certain consistency between this English execution and the Arabic executions. Instead of adjusting the tone of the advertising campaign to accommodate the advertising pattern practiced in different regions, Tiffany maintains the visual logic consistent. The Arabic translation for the advertising message does not change the message but sustains the global brand identity instead.
The jewelry giant’s campaign floated onto Dubai’s uni-poles in the third week of December.
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