Aigle: new campaign set in trendy parts of Paris

By

Jean-Paul Leroy

Published
Sep 9, 2014

Having revamped its store concept and steered its collections in a more lifestyle direction, Aigle has come out with a new campaign that corresponds with the changes.
 

Gone are the models posing out in the far-flung wild. This time, the Maus-own brand asked photographer Andreas Ohlund to come up with four images based in Paris for the campaign. "This doesn’t mean that we’re abandoning our past,” said marketing director Laura Arnold. “Instead, we hope that the campaign will show off a bit our roots in the city as well.”

And so the images featuring a model standing barefoot on a lawn, another posing by a stone statue of a lion, and a third almost hidden by a bit foliage.

The neighborhoods were carefully selected - “hip neighborhoods that speak to a younger and more urban client,” said Aigle. The exact spots, moreover, can easily be located thanks to GPS coordinates conveniently provided on each image.

The campaign’s new slogan: “It's wild out there”.

Other visual changes: products and silhouettes are front and center. Clearly, this is intended to show how the brand has evolved toward “a genuine and honest style, cool and contemporary".

For the campaign, Aigle has made use of the usual media sources like Elle, Grazia, Optimum, GQ, etc. But the brand also chose to advertise in Modzik and Inrocks, for example.

For the first time, Aigle will use digital displays in the Paris metro. It will also have a solid presence on the web with short films posted on various social networks.

Finally, it’s going to be a global campaign, rolled out in Europe (France, Great Britain and Germany), as well as Asia where Aigle has a strong presence (Japan, Honk- Kong, China, Taiwan and Korea).