Love and Engagement is an increasingly challenging segment in China for jewelry brands, faced wtih falling marriage rates and fierce competition. Fewer young Chinese are getting married, and if they do, they’re increasingly turning to lab-grown alternatives.
But at Tiffany, the heart of our brand is love, and we feel that Chinese people still believe in love. Instead of showing the giddy heady moment of that first kiss or first love that is so over-exposed, there’s something to be said for representing a more enduring and realistic side of love. The love that comes after marriage, after kids, thru ups and downs, the love that is for life. We believe in love, and also in the iconic appeal of the Tiffany Blue Box.
As usual, on a tight budget and compressed timing, we worked together with actor Yang Yo and his wife, Melinda to craft a modern Tiffany campaign, capturing their authentic love story in stills photography and a BTS style video.
