TBWA\Hong Kong wins strategic and creative communications duties for Kipling in Asia Pacific
Campaign Brief Asia
April 13 2018
Kipling, a global accessories brand, originated in Antwerp the city of fashion, has appointed TBWA\Hong Kong as their strategic and creative partner for its SS18 and FW18 seasonal campaigns in Asia Pacific.
As part of VF Corporation, a leader in lifestyle apparel and footwear, Kipling was the company’s fastest-growing brand in 2013 and 2014. Last year, Kipling celebrated 30 years of stylish functionality, most recognizable by its iconic monkey and signature crinkled nylon fabric.
“Having a long-standing heritage can be a double-edged sword,” said Cheryl Kow, Marketing Director of Kipling Asia Pacific. “Through this new partnership with TBWA\Hong Kong, we are confident to build upon our existing foundation and push our brand vision to the next level, which will resonate more with our younger target audience, driving up our style credibility while maintaining the heritage and trust amongst our consumers.”
“We’re excited to help an iconic brand take a stance and celebrate the different types of beauty, values, beliefs and social roles, with the perspective that no matter who you are and what you believe in, the most important thing is to stay true to yourself,” said Jan Cho, Managing Director of TBWA\Hong Kong. “It’s a great opportunity for us to show our deep expertise in social and digital, and more importantly, put culture at the heart of communication”.