Bangladesh Independence Day Advertisment
DHAKA, BANGLADESH AND PORTLAND, OR—(3/25/09)—
international cities: Ho Chi Minh City, Vietnam; Hong Kong, China; Dhaka, Bangladesh. The mission is to build a new voice and brand identity, and to create marketing materials to unveil to the U.S. market. “I’m aware of how fortunate and lucky I am to be working with Epic Group, especially as a small business owner,” says Brown, who was up against two other advertising giants when he won the contract last October.
The Epic Group, headquartered in Hong Kong, is a successful multinational company with more than 15,000 employees worldwide. The company was selected as Wal-Mart "Import Supplier of the Year” in 2006. Established in 1971, their manufacturing facilities—located in Bangladesh, Vietnam and China—produce more
than 36 million garments a year.
Chado Advertising & Design will help define the Epic Group with a new identity and brand, one that aligns with CEO Ranjan Mahtani’s vision of a modern, smart and classic look and feel. “Something that is here today, and here tomorrow,” says Brown. “It’s not a trend.”
As part of the kick-off to this new identity, Chado Advertising & Design created an ad for Epic Group in honor of Bangladesh Independence Day to run in the South China Morning Post. Mahtani acknowledges this special day with a celebratory ad for his people and his homeland. “The creative inspiration for the ad came from the Olympics, and the feeling of glory and triumph coming together,” says Brown. The fabric itself ties in with Epic
Group as it relates to the people of Bangladesh. The hands represent the family and the disciplinary role of the
grandmother.
Along with copywriter Jon Derum, Brown is partnering with Tim Diens of Northwestern Exposure. “I brought in Tim to develop a high-impact video that shows and integrates Epic Group’s current look, and presents a compelling case and a bold new direction where we wanted to take them,” Brown says. Northwestern Exposure is a high-definition video production and post-production company that has served such clients as
New Seasons Market and Edelman public relations. “It’s an honor to work with Chado Advertising and to create an educational and marketing tool for one of the largest textile companies in the world,” says Diens.
Brown hopes that this trip will inspire other small business owners and creatives to go off and do their own thing. “Because I’m small doesn’t mean I have to work small,” he says. “The sky’s the limit.”
