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.