Athena Underwear – French athletes butt naked during a photo shoot
Posted: September 26, 2011 Filed under: Case History, Digital, France, Press/Outdoor, Testimonial, Viral | Tags: Athena underwear, Euro RSCG 360, France, French athletes butt naked during a photo shoot, French Athletics team, Hugues Pinguet, Kevin Mayer, naked, Romain Barras Leave a comment »
Athena, number one seller of men underwear in retail stores across France is launching its brand new line while anouncing its partnership with the French Athletics team. The brand strategy brought by EURO RSCG 360 brings a new playful spirit to the brand. Gone is the idealized image of the muscle man, welcome fun and humor for a campaign as colorful as the new boxers. 4 athletes strip down in the first step of the integrated campaign in a series of outdoor ads and a making of that reveals the naked truth about advertising.
Advertising Agency: Euro RSCG 360, France
Executive Creative Director: Hugues Pinguet
Art Director: Thomas Derouault
Copywriter: Dimitri Hekimian
Photographer: Jean-Yves Lemoigne
Retoucher: Asile
Director: Agathe Riedinger
Levi’s – Creek
Posted: July 1, 2011 Filed under: Cannes Lions, Legendary, TV/Film, UK | Tags: Amish, BBH, commercial, Creek, John Gorse, Levi's, naked, Nick Worthington, TV/Film, UK 2 Comments »Judged even against the impressive stable of Levis commercials dating back to the early 80s, “Creek” is a true thoroughbred.
Ever since Bartle Bogle Hegarty created launderette, its first breakthrough spot for the brand, successive films have transformed the image of Levis as old-fashioned and uncool and made it market leader, creating huge amounts of PR along the way.Creek took the brand back to its roots in 1850s America. Shot in moody black and white, the commercial features what appears to be an Amish family picnicking in a remote spot.
The two daughters drift of to a nearby creek where they see a pair of jeans on a rock while their apparently naked owner bathes. As the soundtrack music reaches a crescendo the man emerges from the water to reveal that he is wearing a pair of jeans and shrinking them to fit. The owner of the jeans turns out to be a scruffy old man.
Agency: BBH, London
Writer: Nick Worthington
Art director: John Gorse
Directors: Vaughan & Anthea
Production company: Lewin & Watson
