Supermodel Liu Wen Gets Introspective in Tiffany's Campaign for China

'Tiffany Keys' Campaign is About Women Unlocking Their Possibilities

By Angela Doland. Published on Oct 15, 2015

Editor's Pick

Last year, Tiffany debuted a campaign for its key pendants in China featuring tennis champion Li Na, actress Zhang Ziyi and pop star Li Yuchun talking about how they "unlocked" their dreams, despite moments of doubt and difficulty.

Wieden & Kennedy Shanghai is following up on that effort with two more atmospheric videos in that vein, including one starring Chinese supermodel Liu Wen musing about her life and work.

"It has never been a more exciting time for a Chinese woman," Wieden said. "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 believes to get there a woman must unlock her heart and know that everything she needs is in her heart."

The other new video stars singer, actor, scriptwriter and director Sylvia Chang, who started her career in the 1970s. And there's an interactive element to the campaign on all-purpose app WeChat.

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Oct 15, 2015
Wieden + Kennedy Shanghai
Tiffany Keys
Executive Creative Director:
Yang Yeo
Creative Director:
Vivian Yong
Shanshan Quan
Michelle Wu
Art Director:
Northy Chen
Art Director:
Sui Yao
Executive Producer:
Bernice Wong
Executive Producer:
Xuan Ong
Assistant Producer:
Jiji Hu
Juni Hsu
Print Production:
Vic Zhang
Changqing Lee
Digital Producer:
Angela Liu
Digital Designer:
Yacheng Ke
UX Designer:
Cherie Tang
Agency Editor:
Hiro Ikematsu
Strategic Planner:
Charinee Chairasmisak
Strategic Planner:
David Lin
Digital Planner:
Coral Peng
Digital Planner:
Jamie Qin
Business Director:
Jia Jiang
Business Director:
Jason Wang
Business Director:
Linlin Shan
Account Manager:
Andrea Yang
Project Manager:
Megan Nugent
Project Manager:
Theresa Shehadeh
Business Affairs:
Jessica Deng
Business Affairs:
Kathy Zhan

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