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进步中的男人
案例简介：朱尔斯: 正在进行中的空气 2020年11月6日，星期五-2018年，Air赢得了法国男装品牌Jules (Mulliez Group) 的预算，此前他们与两家巴黎经纪公司Buzzman和Fred & Farid进行了竞争。该品牌和代理商花了一些时间思考定位的根本变化，并将朱尔斯对更美好世界的承诺作为其身份和营销策略的基石。 这不是要被唤醒或洗绿，朱尔斯正在说话。目标无非是零浪费，高质量，可持续发展的时尚。雄心是创造一场运动，这些运动是有意识的，积极的，敏感的，并愿意带来改变的人，包括在男性气质方面。所有这些都可以用新的3字品牌签名来概括: “进步中的男人”。 为了以一种响亮而清晰的方式发出信息，朱尔斯选择回到电视上。由法国二人组朱利安和昆汀 (Julien & Quentin) 执导-他们执导了去年观看了1500万次的彪马流-由哈姆雷特 (Hamlet) 制作，一分钟的时间解决了主要的男性刻板印象，并对他们进行了一次又一次的解构，最终阐明了 “前进中的男人” 的概念。情绪化，素食，意识到环境，但仍然支持和爱... “基本上，” Jules的营销总监beno î t Latron说，“这个另类的地点是针对当今所有准备加入我们改变男性时尚和改变态度的男性的。” 对于Arnaud Bailly，CCD at Air来说，“这是一次非凡的经历。我很少看到这个行业和这种规模的顾客 -- 在大约15个国家的500多家商店 -- 在他们的沟通和商店、他们的产品，甚至他们选择的代理机构中表现出如此多的创造力: 比利时人!“ 但是故事还没有到此结束。 开场后，朱尔斯计划与来自法国的著名YouTuber和 “Entre Mecs” 的创作者Ben é vert联手扩大辩论范围。该项目包括一系列短视频，其中一群朋友谈论与男性气质有关的不同主题，例如 “成为一个好人”，“调情”，“分手”，...
进步中的男人
案例简介：Jules: Air in progress Friday, November 6, 2020 — In 2018, Air won the budget of the French menswear brand, Jules (Mulliez Group), after a competition that pitched them against two Paris agencies Buzzman and Fred & Farid. The brand and the agency spent some time thinking about a radical change in positioning, and making Jules’s commitment to a better world the cornerstone of its identity and its marketing strategy. This is not about being woke or green washing, Jules is walking the talk. The goal is nothing less than zero waste, high-quality, sustainable fashion that is built to last. The ambition is to create a movement of men who are aware, positive, sensitive and ready to bring about change, including when it comes to their masculinity. All this can be summed up in the new 3-word brand signature: “Men In Progress”. To launch its message in a loud and clear way, Jules chose to go back on television. Directed by the French duo Julien & Quentin — they directed the flow of Puma that was seen 15 million times last year — and produced by Hamlet, the one-minute spot tackles major male stereotypes and deconstructs them shot after shot to end up articulating the notion of “men in progress”. Emotional, vegetarian, aware of the environment but nonetheless supportive and in love ... “Basically,” says Benoît Latron, Marketing Director of Jules, “this offbeat spot is aimed at all the men of today ready to join us in changing men’s fashion and changing attitudes.” For Arnaud Bailly, CCD at Air, “it was a remarkable experience. I have rarely seen a customer in this sector and of this size — more than 500 stores in some fifteen countries — show so much creativity, both in their communication and in their stores, their product and even their choice of agency: Belgians!” But the story doesn’t end here. After their opening salvo, Jules plans to enlarge the debate by joining forces with Ben Névert, the famous YouTuber from France and creator of “Entre Mecs”. The project includes a series of short videos in which a bunch of friends talk about different subjects relating to masculinity, such as “being a good guy”, “flirting”, “breakups”, ...
Men in Progress
案例简介：朱尔斯: 正在进行中的空气 2020年11月6日，星期五-2018年，Air赢得了法国男装品牌Jules (Mulliez Group) 的预算，此前他们与两家巴黎经纪公司Buzzman和Fred & Farid进行了竞争。该品牌和代理商花了一些时间思考定位的根本变化，并将朱尔斯对更美好世界的承诺作为其身份和营销策略的基石。 这不是要被唤醒或洗绿，朱尔斯正在说话。目标无非是零浪费，高质量，可持续发展的时尚。雄心是创造一场运动，这些运动是有意识的，积极的，敏感的，并愿意带来改变的人，包括在男性气质方面。所有这些都可以用新的3字品牌签名来概括: “进步中的男人”。 为了以一种响亮而清晰的方式发出信息，朱尔斯选择回到电视上。由法国二人组朱利安和昆汀 (Julien & Quentin) 执导-他们执导了去年观看了1500万次的彪马流-由哈姆雷特 (Hamlet) 制作，一分钟的时间解决了主要的男性刻板印象，并对他们进行了一次又一次的解构，最终阐明了 “前进中的男人” 的概念。情绪化，素食，意识到环境，但仍然支持和爱... “基本上，” Jules的营销总监beno î t Latron说，“这个另类的地点是针对当今所有准备加入我们改变男性时尚和改变态度的男性的。” 对于Arnaud Bailly，CCD at Air来说，“这是一次非凡的经历。我很少看到这个行业和这种规模的顾客 -- 在大约15个国家的500多家商店 -- 在他们的沟通和商店、他们的产品，甚至他们选择的代理机构中表现出如此多的创造力: 比利时人!“ 但是故事还没有到此结束。 开场后，朱尔斯计划与来自法国的著名YouTuber和 “Entre Mecs” 的创作者Ben é vert联手扩大辩论范围。该项目包括一系列短视频，其中一群朋友谈论与男性气质有关的不同主题，例如 “成为一个好人”，“调情”，“分手”，...
Men in Progress
案例简介：Jules: Air in progress Friday, November 6, 2020 — In 2018, Air won the budget of the French menswear brand, Jules (Mulliez Group), after a competition that pitched them against two Paris agencies Buzzman and Fred & Farid. The brand and the agency spent some time thinking about a radical change in positioning, and making Jules’s commitment to a better world the cornerstone of its identity and its marketing strategy. This is not about being woke or green washing, Jules is walking the talk. The goal is nothing less than zero waste, high-quality, sustainable fashion that is built to last. The ambition is to create a movement of men who are aware, positive, sensitive and ready to bring about change, including when it comes to their masculinity. All this can be summed up in the new 3-word brand signature: “Men In Progress”. To launch its message in a loud and clear way, Jules chose to go back on television. Directed by the French duo Julien & Quentin — they directed the flow of Puma that was seen 15 million times last year — and produced by Hamlet, the one-minute spot tackles major male stereotypes and deconstructs them shot after shot to end up articulating the notion of “men in progress”. Emotional, vegetarian, aware of the environment but nonetheless supportive and in love ... “Basically,” says Benoît Latron, Marketing Director of Jules, “this offbeat spot is aimed at all the men of today ready to join us in changing men’s fashion and changing attitudes.” For Arnaud Bailly, CCD at Air, “it was a remarkable experience. I have rarely seen a customer in this sector and of this size — more than 500 stores in some fifteen countries — show so much creativity, both in their communication and in their stores, their product and even their choice of agency: Belgians!” But the story doesn’t end here. After their opening salvo, Jules plans to enlarge the debate by joining forces with Ben Névert, the famous YouTuber from France and creator of “Entre Mecs”. The project includes a series of short videos in which a bunch of friends talk about different subjects relating to masculinity, such as “being a good guy”, “flirting”, “breakups”, ...
进步中的男人
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Men in Progress
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