Athena, number one seller of men underwear in retail stores across France is launching its brand new line while anouncing its partnership with the French Athletics team. The brand strategy brought by EURO RSCG 360 brings a new playful spirit to the brand. Gone is the idealized image of the muscle man, welcome fun and humor for a campaign as colorful as the new boxers. 4 athletes strip down in the first step of the integrated campaign in a series of outdoor ads and a making of that reveals the naked truth about advertising.
Advertising Agency: Euro RSCG 360, France Advertiser's supervisors: Dominique Seau, Anouk Ribard, Françoise Chauvin Agency's CEO: Pascal Allard Agency's Managing Director: Vincent Mayet Executive Creative Director: Hugues Pinguet Account supervisors: Vanessa Bernard-Granger, Anne-Flore Seringe Art Director: Thomas Derouault Copywriter: Dimitri Hekimian Art Buyer: Isabelle Baud Agency Producer: Christophe Demeure Photographer: Jean-Yves Lemoigne Retoucher: Asile Director: Agathe Riedinger Production Company: Marcassin Athletes: Renaud Lavillenie, Kevin Mayer, Martial Mbandjock, Romain Barrasvia adsoftheworld.com