Leading women’s apparel brand EP and Ogilvy Fashion China have joined hands to launch a new campaign, “Fashionistas’ Time to Bloom,” for EP’s spring/summer 2013 collection. Launched on International Women’s Day, the online video and series of print ads encourage Chinese women to pursue balance, love, happiness and a higher quality of life.
Filmed during spring in New Zealand, the 2-minute online video and shortened 30-second version focus 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.
Mr. Jie ZHENG, Marketing Manager, EP, 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.”
Ms. 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.”
Project title: EP Spring/Summer 2013 Vision
Creative Agency: Ogilvy Fashion China
Chief Creative Officer: SJ Hsu 2
Planning and Creative Director: Ink Lin
Director: Louis Ng
Production House: Film Factory HK
Exposure: In stores, online, LEDs, social media