Tiffany & Co. / Key Collection

This campaign introduces the Tiffany & Co. Keys Collection to the Chinese market by using strong symbolic story telling. The Tiffany Key is introduced not as a key to love, but as a key to unleashing your inner own potential, hence the tagline Unlock The Possibilities - a promise that aspires to the more affluent and independent success seeking women in China. As a PR and social component, the story becomes real by featuring Lui Wen, China's first real supermodel, who worked her way up to become what she is today. Lui Wen has more than 10 million direct followers in social media and her life is living proof of what it means to Unlock The Possibilities.