2015 Tiffany Keys ‘Unlock the Possibilities’
Tiffany
Issue 37 | December 2015
Agency
W+K Shanghai
Creative Team
Executive Creative Director: Yang Yeo Creative Director: Vivian Yong Copywriters: Shanshan Quan, Michelle Wu Art Director: Northy Chen, Sui Yao
Production Team
Executive Producer: Bernice Wong, Xuan Ong Assistant Producer: Jiji Hu Designer: Juni Hsu Print Production: Vic Zhang Retoucher: Changqing Lee Agency Digital Producer: Angela Liu Digital Designers: Yacheng Ke UX Designers: Cherie Tang Agency Editor: Hiro Ikematsu
Other Credits
Strategic Planners: Charinee Chairasmisak, David Lin Digital Planners: Coral Peng, Jamie Qin Business Director: Jia Jiang, Jason Wang, Linlin Shan Account Manager: Andrea Yang Project Manager: Megan Nugent, Theresa Shehadeh Business Affairs: Jessica Deng, Kathy Zhan
Date
October 2015
Background
It has never been a more exciting time for a Chinese woman. She has never had more opportunities to make a difference and accomplish great things, and she is also the most ambitious ever. Yet, with this great aspiration, also comes great anxiety to find her true path to success. Tiffany and its creative partner in China – W+K Shanghai discovered many Chinese women were hesitant to unlock their own possibilities. Tiffany believed to get there a woman must unlock her heart and know that everything she needs is in her heart. The inner strength was the key to unlock the wonderful possibilities in their lives.
Idea
Last year, Tiffany launched the "Unlock Possibilities " campaign for Tiffany Keys in China to encourage all women to unlock the possibilities of their lives. The campaign told the story of three successful modern Chinese women – Zhang Ziyi, Li Na and Li Yuchun. Soon it became a hot topic in society.
This year, Tiffany looked deeper into Chinese women's heart. By sharing the stories of Sylvia Chang and Liu Wen, Tiffany led Chinese woman to find the unique power of her heart – that's the key to unlocking the infinite possibilities.
"Liu Wen and Sylvia Chang are so different, in terms of personality, background and phase of life. However, they do have something in common – amazing stories. If you put the stories of them together, you will find they share the similar inner strength and belief. And that's exactly what Tiffany Keys wants to deliver to Chinese Women. No matter in which phase of life, you always have the inner strength to unlock the possibilities for you. Inner strength is your key. " Said Vivian Yong, Creative Director for Tiffany in W+K Shanghai.
Sylvia Chang: The only moment is here and now
«Tiffany Keys Unlock the Possibilities – Sylvia Chang»
When speaking of Sylvia Chang, she has her halos as singer, actor, scriptwriter and director. However, for her, it's never about the roles or titles. She believes in " always keeps moving forward." " She says '60 is a new start for me'. Her belief explains the very truth of Tiffany Keys – it's not about who you are and how old you are, you can always unlock possibilities in life. " Added Vivian Yong.
Liu Wen: If I can do better today, why wait until tomorrow.
«Tiffany Keys Unlock the Possibilities – Liu Wen»
For most of people, Liu Wen is a lucky girl with her American dream. She went to New York alone when she was 20, then soon got discovered and became famous. However, for those who are close to her, they know that she works so hard. " She is young – only 27 years old. When talking to her, you will know how diligent she is. It's what she has done to bring her here, not because of luck. We want to inspire all young girls at her age – follow their heart and belief to chase their own dream and possibilities." Introduced by Vivian Yong.
The film wa just a start of this campaign. Tiffany also set an H5 page on Wechat to take audience further into the heart of Liu Wen and Sylvia. By using cinemagraphic technology, the microsite led the audience to interact and learn more about Tiffany and its "Unlock Possibility" spirit. The brand invited the audience to write down what's their own "Unlock the Possibilities" to express and pass on this warm inspiration.