Hong Kong-based direct-to-consumer & eCommerce apparel startup GRANA has launched its first brand campaign titled “Pursue Quality”, collaborating with 8 ambassadors – 4 from New York and 4 from Hong Kong; to be the faces and voices leading the brands vision to continue the conversation around ‘Quality for All’.
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The marketing campaign celebrates the brands quality message, minimalist style, natural & playful personality and 2017 Autumn / Winter collection through 8 inspirational stories, exploring how each ambassador pursues quality in their lives and defining what quality means to them.
In Hong Kong, award winning chef and restaurant owner of Little Bao, Second Draft and Happy Paradise – May Chow; entrepreneur, model mentor on Asia’s Next Top Model and mum-of-two – Cara G Mcilroy; Yoga Teacher, blogger and model – Elva Ni and the brand’s CEO & Founder – Luke Grana introducing the #PursueQuality campaign to the community in Asia.
To bring the campaign to life, GRANA partnered with Hong Kong videographer Jason Tobin, known for his roles in Jasmine (2015) and The Fast and the Furious: Tokyo Drift (2006) and Australian fashion photographer for Vogue and Baz Luhrmann, Christopher Polack shooting ambassadors in both Hong Kong and New York.
For videography in New York, the brand collaborated with fashion cinematographer Chris Vongsawat, who has worked with Vogue Brazil, Harper’s Bazaar and Elle Indonesia.
“Making sure we source, design and sell quality fabrics that we love as a team, at fair and honest prices is what we stand for as a brand. We want this campaign to remind everyone to make quality choices not just in the brands they choose to support but in everything they do, from their lifestyle, career paths to personal values,” said Luke Grana, CEO & Founder at GRANA.
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The campaign will run for two months across the brands owned channels, ambassador social media handles and with micro-influencers from around the world to maximise online reach and awareness, with the aim to start a global discussion, inviting people to share stories on how they #PursueQuality.