From Cosmopolitan · Jessica Neises · · 1m 30s
Elle Fanning's Coach campaign gets you off your phone
Coach's new Tabby bag campaign uses music and connection to pull Gen Z away from screens.
In brief
Coach's new Tabby bag campaign uses music and connection to pull Gen Z away from screens. Coach is betting that real cultural relevance happens when digital and physical worlds collide, not in either alone. Originally reported by Cosmopolitan.
Coach's new Tabby bag campaign
Coach launched 'Live Your Story,' a campaign built around its iconic Tabby bag that fuses fashion, music, and real-world connection through a partnership with Spotify.
Gen Z wants real connection
The campaign grew from conversations with Gen Z consumers who said they want less screen time and more real-world connection, with live music as a powerful way to achieve that.
Four films with global artists
Emmy-nominated director Vincent Haycock created four films, each featuring a different musician: PinkPantheress, i-dle's SOYEON, Japanese songwriter Lilas, and Chinese artist Shan Yichun, with original songs for each.
Elle Fanning drives the bus
Oscar-nominated Elle Fanning appears in all four films driving a bus full of phone-absorbed strangers to a concert. As musicians board, the passengers look up and community forms around the music.
Elle Fanning's perfect for this role
Fanning, who grew up as America's sweetheart and recently earned Oscar nominations for Sentimental Value and A Complete Unknown, has a trustworthy disposition that resonates with Coach's Gen Z audience.
The Tabby Tour brings it to life
A Spotify hub lets fans discover playlists shaped by each ambassador, while the real Tabby Tour bus travels to New York, London, Tokyo, and Seoul with live performances and bag customization stops.
The headline
Coach is betting that real cultural relevance happens when digital and physical worlds collide, not in either alone.
