In celebration of International Women's Day, Marie Claire Vietnam partnered with Tiffany & Co. to launch a campaign featuring the personal journeys of Kathy Uyên, Ái Phương, and Phương Anh Đào, inspired by the iconic link, a symbol of connection and unbreakable bonds.
The campaign featured an editorial photoshoot and video, in-depth interviews aligned with the campaign narrative, and branded editorial content featuring Tiffany & Co.'s HardWear collection.
The brief
Develop a campaign featuring a photo series and video for each character, inspired by Tiffany HardWear’s iconic interlocking links. The creative concept explore “life’s links” - the meaningful connections, choices, and experiences that shape each woman’s identity & strength - while seamlessly integrating the HardWear Collection as a visual and symbolic expression of strength, resilience, and individuality.
What we did
Developed the “Life’s Links” concept to feature three inspiring women, using mirrors as a visual metaphor for the different experiences and connections that shape their identities & strengths, while positioning the HardWear Collection as a symbol of strength and resilience.
- Photoshoot: Created bold, minimalist portraits featuring each woman and the HardWear Collection, brought to life through the mirror concept.
- Video Series: Produced intimate interviews combining personal stories and archival footage, creating an authentic narrative around each woman’s journey and her defining “links.”
- Editorial Interview Articles: Following the “Life’s Links” concept, our editorial team developed tailored questionnaires for each talent, exploring the defining experiences, relationships, and personal choices that have shaped who they are today.
Outcome
- Campaign video
- Singer-Songwriter Ái Phương
- Interview with Ái Phương - Giữ lấy mình qua mọi va đập. - Social interview video
- Actress Phương Anh Đào
- Interview with Phương Anh Đào - Nỗ lực giữa những thăng trầm - Social interview video
- Actress-Producer Kathy Uyên
- Interview with Kathy Uyên - Niềm tin tự tại. - Social video interview