1837 Tiffany Blue Conservation.
Tiffany & Co. pointed to ocean waters that are naturally a shade similar to its trademarked blue, and used the shade to promote its foundation's ocean conservation work.
- Brand
- Tiffany & Co.
- Agency
- L&C NYC · L&C · New York
- Market
- United States
- Region
- Global
- Year
- 2025
The challenge
Tiffany Blue has been a registered colour trademark since 1998 and a custom Pantone shade, 1837 Blue, since 2001. The Tiffany & Co. Foundation's ocean conservation work had little public profile, Activation Ideas notes.
The idea
Working with Pantone, Tiffany & Co. reframed its trademarked 1837 Blue as "1837 Tiffany Blue Conservation", showing waters off Africa, Australia and the Caribbean where a shade similar to the signature colour occurs naturally and marine life is at risk. The campaign, announced in late March 2025, used the brand's own colour to carry the foundation's conservation story.
Results
- According to the D&AD entry, the programme has committed US$100m to ocean restoration and is restoring 13 square kilometres of ocean.
Case study source: Activation Ideas Source ↗
Awards
- D&AD Annual 2026 (Luxury, Impact)
Credits
- Client / Brand
- Tiffany & Co. · New York City
- Production Company
- Suitcase Productions · New York City
- Music / Sound Production Company
- Agosto Music & Sound Craft · Lima
- Associate Creative Director
- Juliana Laborde
- Chief Creative Officer
- Gian Carlo Lanfranco
- Chief Creative Officer
- Rolando Cordova
- Chief Marketing Officer
- Andrea Davey
- Creative Director
- Francisco Valenzuela
- Creative Director
- Joaquín Belaunde
- Editor
- Francisco Jara
- Editor
- Jose Pacheco
- Executive Creative Director
- Bruno Franchino
- Executive Creative Director
- Greg Collins
- Film Director
- Camden Elizabeth
- Producer
- Trudy Padden
- Strategy Director
- Ankit Mehra
- Cinematographer
- Jonathan Chekroune
- Music Director
- Claudia Incio
- Chief Brand Creative Officer
- Hector Muelas
- Director and Head of Sustainability
- Annika Dubrall
- Music Production Composer
- Charly Garcia
- Music Production Producer
- Jose Campos
- VFX Company Supervisor
- Henry Gates
- VP Global Media
- Nikoloz Makhatadze
- VP Marketing and Creative Ops
- Patti Day
Related work.
GRIF Saudi Arabia 2023
Atlantis The Royal Grand Reveal
