The fashion world, nowadays, conveys a cliché-esque vision of "what men should look like" : bodybuilt hairgeled androgynous males, in very suggestive poses.
In June, the French clothes brand Brice chose our advertising agency – Gloryparis – for the entire rework of its communication platform, as well as the orchestration of its institutional, in-store and digital campaigns.
Witty, humorous and subtle, the brand campaign we designed for Brice aims to set itself apart from the usual codes found in men fashion. With an audacious message, carrying the brand’s values, the French clothes brand wants to set men free from the stereotypes that the fashion market urges upon them.
Beyond the brand’s vision, the campaign aims to spread a whole new outlook of the modern man: “men for real”, men freed from social conventions, men who know how to be manly without being macho, men who can follow fashion trends without becoming slaves to them. "Brice men" are a model of freedom and authenticity, who believe in being themselves more than anything else.
Advertising Agency: Gloryparis, Paris, France.
Agency website: http://gloryparis.com
Creative Directors: Hugues Pinguet & Arnaud le Bacquer
Agency website: http://gloryparis.com
Creative Directors: Hugues Pinguet & Arnaud le Bacquer
Project Management: Alain Couve
Art Director: Jacques Caldray, Gabriel Bonnefond, Maxime Fiorucci
Copywriter: Djavid Karmaly
Art Director: Jacques Caldray, Gabriel Bonnefond, Maxime Fiorucci
Copywriter: Djavid Karmaly
Video: Xavier Roulillac - Redcatcorner
Photographer: Geoffroy de Boismenu
Photographer: Geoffroy de Boismenu
Production House: Pavillon Noir
Art buyer: Les deux dames
Published: September, 2015
