Need to Know
15 : 05 : 18

London – Launched by Cambridge University student Francesco Loy Bell, Off The Block is a community magazine that pays tribute to the Grenfell tragedy.

The publication addresses the community backlash and subsequent public reaction to the disaster through a collection of interviews, artwork and poetry from London-based contributors. While celebrating the boldness and diversity of London and its residents, Off The Block also hopes to inspire discussion and political change on wider issues affecting Britain. In support of those affected by the Grenfell fire, the £12 magazine will donate all of its profits to related charities.

To see how community voices are shaping communications, read our story on Nike’s Nothing Beats a Londoner campaign.

Global – The luxury jewellery brand has debuted its latest collection, Tiffany Paper Flowers, with a playful short film set to a remixed version of ‘Moon River’, as sung by Audrey Hepburn in the film Breakfast at Tiffany’s.

In a bid to attract a younger audience, the brand is taking an anti-luxurian approach through experimental marketing. The film opens with the original version of Moon River, as actress Elle Fanning stares into the windows of Tiffany’s Fifth Avenue flagship. But she is quickly transported into an imaginary world, with the song escalating into an original rap by A$AP Ferg.

Launching separately in partnership with Spotify, this new edit of Moon River marks the first time Tiffany & Co. has released a song, and highlights how luxury brands are increasingly looking to music videos as an opportunity to portray their brand universe, rather than just promote products.

For more on why immersive collaborations may be key for your brand, read our Beyond Product Placement microtrend.

Los Angeles – Set to open at the Platform 35 foodhall in Los Angeles, Cold Cocked Coffee Co. promises craft ‘cofftails’ made with coffee and tea.

Created by Adam Fleischman, founder of food company the Umami Group, the brand is attempting to disrupt the café scene with creative drinks served in a cocktail bar setting. The menu ranges from a Vietnamese-inspired beverage that combines coconut, fresh mint and dehydrated fish sauce, to sweeter options like a sea salt caramel coffee. Similar to cocktails, most of the drinks will be served cold in coupe glasses with ice, a garnish or relevant herbs.

As coffee consumption continues to grow, brands are exploring how to stand out in an over-saturated market, with tea and coffee becoming alternative ingredients that cater to individuals and cultures embracing low and no alcohol offerings.

The survey by home appliance manufacturer Beko has highlighted the battle that parents experience when attempting to incorporate fruit and vegetables into their children’s diets. Of 2,000 parents surveyed, 41% said they will abandon greens because they are more concerned with ensuring their children eat full stop.

In response to this challenge, Beko are working with sports nutritionists to create over 100 family friendly recipes that are simple and nutritious. With rates of young obesity continuing to rise, brands must consider how they too can encourage parents to instil healthy eating habits into their children.