ASIA-PACIFIC – CHINA, MARCH 11, 2013 – In line with the revealing of its Spring/Summer collection, EP launched a campaign on International Women’s Day celebrating the ‘Fashionista’s Time to Bloom’.
Commissioning Ogilvy Fashion China, EP came out with an online video and a series of print ads encouraging Chinese women to pursue balance, love, happiness and a higher quality of life.
The two-minute online spot was filmed in New Zealand during spring, focusing on a floral theme. Women dressed in light and delicate clothing from EP’s spring/summer 2013 collection take viewers on a journey of discovery through a dream-like garden in full bloom, as a poem by English romantic poet John Keats is recited to whimsical music in the background.
Taking the new clothing collection indoors into a more refined setting, the series of print ads show women and girls in graceful and elegant silhouettes as they arrange bouquets of freshly cut flowers spilling over glass vases.
Marketing manager Jie Zheng said, “We love how the ad’s ethereal aesthetics fall right into line with EP’s collection this season. Ogilvy Fashion’s done a beautiful job crafting this campaign that’s able to visually captivate viewers and intimately connect with the influential women who will take China’s fashion forward.”
SJ Hsu, Chief Creative Officer of Ogilvy Fashion, China said: “The campaign’s launch was timed with International Women’s Day to elicit EP’s brand values of balance, love and happiness for women. Through new media, we hope to reach more white-collar women in China’s urban centers to inspire them to chase after a higher quality of life.”
CREDITS
Project title: EP Spring/Summer 2013 Vision
Client: EP
Creative Agency: Ogilvy Fashion China
Chief Creative Officer: SJ Hsu
Planning and Creative Director: Ink Lin
Director: Louis Ng
Production House: Film Factory HK
