For the 2014 fall/winter season, Aigle, along with agency BETC, is introducing a new, more fashion-oriented line. One year after their 160th anniversary, the brand wants to make a strong impact with the campaign’s 4 visuals and 2 mini-films in order to illustrate the transformation and renewal of their style.
The campaign focuses on the product, a distinctly urban wardrobe inspired by Aigle’s heritage. With the new tagline ‘It’s Wild Out There’, Aigle uses its customary sense of humor to portray nature in a new way, in an urban setting. The Parisian neighborhoods depicted are areas that appeal to a younger, more urban audience. They represent the brand’s entrance into a new manner of expression while inciting people to reconnect with nature through carefree exploits. The visuals also include GPS coordinates so the sites can be found.
The campaign, which includes 4 visuals shot by Andreas Ohlund, and 2 mini-films, is present in 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.