The Jules brand launched its new communications territory on October 30, claiming more than ever to be the “sparring partner” of all men. A new territory that is part of a global transformation plan.
“And what’s more, you’re beautiful!” With this slogan, Jules believes he can understand men by dressing them and highlighting what is most beautiful in them. Namely, much more than the physical. It is indeed the personality, the charisma, what he gives off, what he does, what he accomplishes in life and how he does it. All men have something beautiful within them, but often ignore it or don’t know how to highlight it. All it takes is for someone to tell them so that they gain confidence in themselves and enjoy dressing themselves. This is the role that the Jules brand has chosen, its know-how, its commitment. A true “sparring partner” for men, Jules wants above all to give men the pleasure of dressing again, a promise that is accompanied by an affordable price on all of its products.an element highlighted through this new campaign.
The promise of finding your style without breaking the bank
Disagreeing with this observation that dressing does not give men pleasure, Jules is convinced that dressing with style must remain a real source of pleasure, accessible to everyone. Everyone must therefore be able to find their styles, their way of being themselves and feeling good without breaking the bank, and by consuming fairly. The reference brand, always on the move, reveals itself as the style friend of all men, and maintains a simple and authentic relationship with them, by always being present for each of their desires, and at each moment of their lives.
Jules then delivers this promise that everyone can find styles in which they feel freebeautiful and comfortable for any occasion, these styles that give confidence, without breaking the bank. A promise that translates into a breadth of choice, products combining comfort and practicality, an accessible price and a commitment to sustainable quality accessible to all. “ The key to Jules’ success is knowing how to understand men and advise them on what suits them best, to highlight what is most beautiful in them, » explains Fabrice Obenans, Marketing & Digital Director of Jules. “ A pleasure in clothing that men have less and less, due to the fact that today they are going through a strong identity crisis of questioning and redefinition of masculinity, to which are added tensions over power purchasing and social and environmental responsibility. Moreover, many brands today hesitate to speak out on the subject of Men because it has become so delicate. So we said to ourselves that the best way to do it was to highlight what is beautiful in each man and to show that Jules was at their side to highlight it, » underlines Jocelyn Jarnier, founder of the So Bang Agency.
A 360 campaign for all men
Dreamer, fan, sublime, unmanageable, kid, irresistible, faithful… A campaign made up of portraits of very different men which highlights their personality traits and shows how Jules, thanks to its styles and prices, allows them to put highlight what is most beautiful in them. The brand shows men in action, beautiful for who they are and what they do, and even more so in Jules. By using humor, variation and surprise, the committed brand also intends to become the “feel good” brand that makes men smile every day.
A campaign launched on October 30, with a large-scale system which includes a 30-second film (available in short 15” and 06” formats) supplemented by 6 visuals, played on national billboards and in wildcards in the Paris region, in Lyon, Marseille, Nantes, Lille, Bordeaux, as well as in the 450 Jules stores in France and a social media strategy. “ We wanted to give very strong energy to the brand through this new communication territory. The idea is to surprise and from October 30, to be present at surprising points of contact. What matters to us is the diversity of men, the traits of each one. This is what we want to magnify, » Fabrice Obenans.
To illustrate this new communication territory, Jules deploys an experiential device and relies on men with strong and authentic personalities, who make them beautiful. The brand is launching a large-scale influence system with men passionate about the brand and recognized for their personality traits. On November 12 and 14, the Lebrun brothers and Amixem will each invest in the Jules stores in Montpellier and Angers, their hometowns. An evening transformed into an event with friends which will be an opportunity for Jules customers to face the champions at table tennis, discover a selection of favorite products and benefit from style advice from the brand’s sales teams.
« For this Jules campaign, my objective is to capture authentic and sincere images, highlighting the man in all his singularity and revealing his personality. I wish every man could recognize himself in the visuals. My approach consists of immortalizing authentic moments of life, with real people, capturing the simplicity of emotions and moments of joy. These moments experienced while wearing Jules clothing will illustrate an epicurean lifestyle and a feeling of well-being, » Léon Prost.
« I also want to translate this desire for authenticity visually. When we think of most fashion films, we’re used to seeing very dynamic montages that go all over the place. For our film, I would like to create a counter-text and emphasize an emotion. Create a connection so that we can identify ourselves through the different scenes that we will depict, » Sidney Van Wichelen.
The brand film ici
Source: www.e-marketing.fr
