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