FRANCE – For the 2014 fall/winter season, Aigle is introducing a shift towards a decidedly more fashion-oriented direction with the launch of a new campaign designed by its agency, BETC.
A year after celebrating its 160th anniversary, the brand is making a strong impact by proposing four visuals and two mini-films that illustrate this transformation and the renewal of Aigle’s style.
The campaign is set in Paris, a city where the desire for nature is all the greater because of its inaccessibility.
The locations depicted in the visuals, carefully selected for their settings in trendy neighborhoods that appeal to a younger, more urban audience, represent the brand’s entrance into new territory, into a new manner of expression.
Thanks to the GPS coordinates ensconced in each visual, the sites can easily be found.
The product is at the heart of the campaign, which denotes the evolution of the brand and its collections. Aigle builds on its heritage, using it as a source of inspiration in this new creation of a distinctly urban wardrobe.
The French brand affirms its authentic and honest style, both relaxed and contemporary, built around its iconic products, its boots and parkas, emblems of its expertise when it comes to protection from the elements. With its customary sense of humor, Aigle portrays nature in a new way, merging its original territory with an urban setting.
The new slogan “It’s Wild Out There” is the motto of a new generation, a reference that incites people to reconnect with nature through carefree exploits, be it walking barefoot in the grass, hanging birdhouses, or even ‘taming’ a statue of a lion.
The campaign, which consists of four visuals shot by Andreas Ohlund and two mini-films, will be in the press, online and outdoors in Europe (France, Germany, UK) and Asia (Japan, Hong Kong, China, Taiwan and Korea), as well as in boutiques starting September 15th.
