Ogilvy Fashion China encourages women to pursue balance, love & happiness

8 March, 2013


Ogilvy Fashion China

EP Reveals Spring/Summer 2013 Collection through Online Video and Print Ads

SHANGHAI — 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.”

To watch the 30-second online ad: http://v.youku.com/v_show/id_XNTE2ODA2MDA0.html 
 
CREDITS
Project title: EP Spring/Summer 2013 Vision
Client: EP
Brief: To guide urban women in the pursuit of a high quality of life
Creative Agency: Ogilvy Fashion China
Chief Creative Officer: SJ Hsu
Planning and Creative Director: Ink Lin
Director: Louis Ng
Production House: Film Factory HK
Exposure: In stores, online, LEDs, social media

For photos or more information, please contact:
Wendy Fung
Corporate Communications
Ogilvy & Mather China
wendy.fung@ogilvy.com  
+86 (10) 8520 6223

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter @OgilvyWW and on Facebook.com/Ogilvy.

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