Working with Ogilvy & Mather, Pop Sigma launches Johnnie Walker campaign around star fashion designer Xander Zhou

Shanghai, August 22, 2011. Pop Sigma, a digital marketing company based in Shanghai, announced today that it has crafted a campaign to promote whisky culture in China for the iconic Johnnie Walker brand.

The Johnnie Walker campaign will follow the designer on a tartan fabric and whisky tour of Scotland, where the brand originated more than 200 years ago. The star designer will document his voyage on Weibo and bring back visuals to be presented in exclusive events upon his return to China.

Johnnie Walker will sponsor the designer’s Beijing fashion show in early November, to be held at one of the city’s trendiest spaces, the D Lounge. This year’s edition is said to be much more exclusive and intimate than previous fashion shows by Zhou, who in any case attracts the cream of Chinese fashion and media. This year’s edition will be one of the most anticipated fashion events of the year in China.

Zhou will then hold a trunk show at the newly opened Johnnie Walker House in Shanghai, inviting selected media to attend. Traditionally at trunk shows designers present selected designs to privileged buyers and the media before the collection is available in stores.

“Xander Zhou is quickly becoming one of China’s most renowned designers with a flair for the spectacular and unexpected. His charisma is sure to take him to very highest echelons of international fashion,’’ said Matt Lovett, a partner at Pop Sigma. “Once again, Johnnie Walker has shown its desire to elevate itself above other brands by creating innovative campaigns,” Lovett continued.