-Belgian agency Air is behind French fashion brand Jule’s “Men In Progress” campaign which promotes the brand’s eco-friendly offerings with a message redefining masculinity, beginning with a launch ad directed by French duo Julien & Quentin (video above).
The campaign will continue with a series of short videos with French YouTuber Ben Névert.
In a statement, Air Brussels creative director Arnaud Bailly called working on the campaign “a remarkable experience,” adding, “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!”
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