Athena Underwear – French athletes butt naked during a photo shoot


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



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