The internationally renowned actress and model is the protagonist of the Portuguese Jewellery International Campaign, promoted by AORP – Portuguese Jewellery and Watchmaking Association. The main goal is to open new paths to the industry.
AORP – Portuguese Jewellery and Watchmaking Association launched today the first international promotion campaign of Portuguese Jewellery, with the renowned actress and model Milla Jovovich.
Ana Freitas, President of AORP, explains that “this is the golden moment of Portuguese Jewellery. Being one of the most traditional sectors in Portugal, Portuguese Jewellery is experiencing a period of renewal, growth and affirmation in the international context. This campaign aims to encourage and support the internationalization of our brands and to position Portugal as a premium producer.”
The campaign is part of an export incentive strategy defined for the next five years. “This is the industry that recorded higher export growth in recent years: since 2008, exports grew 500%. Our forecast is that by following this path of growth, exports reach 150 million in five years”, adds the President of the Association.
This is the largest investment ever in the international promotion of the sector. Alongside the campaign, which means an investment of around 750,000 euros in 2016 and 2017, they are an ongoing series of international actions, involving about 2 million euros, supported by Portugal 2020.
With a successful career in fashion and cinema, Milla Jovovich is known for her roles in “The Fifth Element” (1997), “Ultraviolet” (2006) and “Resident Evil”. In January 2017, will debut the new movie, “Resident Evil: Final Chapter.” She is also a fashion designer and singer.
Fátima Santos, Secretary-General of AORP justifies the choice: “our goal is that the campaign has the greatest impact on a global scale. Milla Jovovich fits perfectly the profile we were looking for and her involvement with the campaign was complete. The photo shoot was in Porto and she was delighted with our country and of course with our jewellery. “
The production is 100% Portuguese. “We’ve put together a young, talented and internationally recognized team, that demonstrate how Portugal is making a statement in fashion world at all levels,” adds Fátima Santos.
Creative Direction – Dsection Creative
Production – Snowberry
Photography – Frederico Martins
Video – Tiago Ribeiro
Styling – Nelly Gonçalves
Hairstyling – Rui Rocha