Fashion company Camaieu has a vision of being the French women’s favorite brand once more. To bring this dream to life, the brand commissioned the award-winning agency Buzzman with the task of reimagining the visual identity while also building a 360° campaign to best communicate its ambitious plans on “a ready-to-wear market that’s increasingly lethargic and disconnected from real life.”

Established in France in 1984, the retail clothing company has expanded throughout the country, having over 500 stores currently. But ever since its launch, the company has offered outfits to all women, regardless of their style, age, morphology, and purchasing power, approaching them with affordable ways to feel good, beautiful, and powerful no matter what roles they have in their daily lives.

Time passed and the bond between the brand and its female customers has become stronger. With products at reasonable prices and outfits for every style, Camaieu nurtures ladies’ self-confidence, encouraging them to be as authentic as possible.

Instead of choosing fashion models to parade down the Camaieu’s latest “catwalk,” the brand opted for role models walking on a different kind of podium to help spread its message. Showcasing everyday ladies going through their daily tasks, each assuming their own role, beauty, and power, the campaign doesn’t show any of the company’s clothes, nicely proving what Camaieu stands for: valuing women.

Supported by a film directed by Jan Gleie via Birth and a print campaign comprising eight images, the initiative focuses on women’s actions rather than on their looks. A firefighter, midwife, lawyer, cooker, and beekeeper are some of the ladies who appear in the brand’s campaign, and even though they are in the spotlight, they are not idealized. Instead, they are represented as professional workers “emblematic of their jobs and uniforms.”

This is a project that fascinated Gleie: “Besides the fact that I love working with ‘real’ people, I also have a passion for fashion. And what a great starting point to have these two elements combined. I approach my work through the prism of empathy, authenticity, and also sometimes in a ‘cool’ and direct manner. By associating ‘real’ people with brands, I try to speak to consumers in an honest and sincere way.”

The initiative — an ode to women, of what they are, what they do, and what they give every day — is available as of 19 September and includes a TV film — featuring 60s, 45s, and 30s versions — a print and DOOH campaign, and a social media activity.

Credits:

Client: Camaieu

President: Wilhelm Hubner

Deputy Managing Director Offer, Brand, Supply: Samuel Alimi

Deputy Managing Director Marketing and Digital: Ous Ouzzani

Brand Director: Véronique Bacquet

Content Factory Director: Jérémie Renault

Press Relations & Shootings Officer: Manon Vanpeene

Agency: Buzzman

President and Executive Creative Director: Georges Mohammed-Chérif

Vice-President: Thomas Granger

Managing Director: Julien Levilain

Creative Directors: Souen Le Van & Georges Mohammed-Chérif

Art Directors: Souen Le Van & Edouard Jacquelin

Copywriter: Georges Mohammed-Chérif

Art Director Assistant: Tom Lahetjuzan

Art Director Branding: Anna Personne

Deputy Managing Director: Florent Kervot

Account Manager: Sacha Hanras

Strategic Planning: Céline Mazza

Head of Social Media: Julien Scaglione

Social Media Manager: Juliette Batte

Social Media Assistant: Antoine Ferreira-Mendes

Head of PR & Communication: Amélie Juillet

PR & Communication Manager: Paul Renaudineau

Head of Production: Vanessa Barbel

Producer: Assya Mediouni

Producer Assistant: Morgane Gaspar

Rights Management: Elise Exposito

 

Film Production: Birth

Director: Jan Gleie

Sound Production: Schmooze

Music: Easy par Son Lux

Photographer: Sophie Ebrard