The track created specifically for the Paper Flowers campaign film was far more than a piece of music featured in an ad. The song, which dropped as a single on Spotify, was streamed over 2.4 million times and successfully broadened the brand’s appeal and reached new audiences. The unexpected talent pairing—Elle Fanning and A$AP Ferg - completely reimagined Moon River - a timeless classic - flipping the traditional song on its head to create a super modern, impactful composition.

With direction from Tiffany & Co.’s new CEO to ‘evolve and amplify the brand message’ we sought to shift the perception of Tiffany and appeal to a younger consumer, while not alienating established customers. We did this by leveraging the brand’s rich history and DNA and twisting it to tap into pop-culture - creating a unique, modern expression wholly ownable by Tiffany and Co.

We re-imagined an iconic opening scene from a classic film, with Elle Fanning as our modern-day Audrey Hepburn. As we see her daydreaming in front of the Tiffany window, she is transported into a magical, fantastical world. But, the transformation isn’t only visual. The disruptive soundtrack is an essential part of the storytelling and further enhances the dream. As her world magically transforms, so does the song with a dramatic switch in tempo from a more traditional take on the beat and arrangement to an unexpected rap verse by A$AP Ferg. As she jolts back to reality, the song too changes back to the more traditional arrangement.

To impactfully signal change and create relevance with a new audience, we knew we had to create something unexpected and disruptive yet not incongruous with the brands history.

The heritage of the brand had to be simultaneously upended and respected. Every choice made had to signify a transformation from classic to modern.

Our music choice was one of the key ingredients to the entire program. Recording a modern version of “Moon River,” a song from a classic and beloved film that fans everywhere associate with Tiffany, was a natural part of creating a campaign that celebrates the magic of Tiffany and New York City. For the song collaboration, A$AP Ferg shares Tiffany’s New York City roots, and Elle Fanning is a longtime friend of the house whose musical talent we were delighted to help showcase. Riffing on the original lyrics became a critical part of the storytelling.

The launch of this song led to the first ever luxury brand partnership with Spotify, bringing new audiences to the brand. At the campaign launch on May 3rd, the song was available through Spotify, Facebook and Instagram with a live performance at the Headquarters and a private performance for select Spotify fans. The first-to-market Spotify partnership saw 1M streams in three weeks, and spanned streaming, campaign and song promotion.

Within two months of launch, expectations were surpassed with 2M streams on Spotify and 19.6M views on YouTube, and view through rate beating benchmark. There was an overwhelmingly positive consumer response on YouTube (net sentiment was x116 benchmark).

Further, a Behind-The-Scenes “Making Of” the song received 3M views on YouTube in the first month.