AIGLE, the French sports and outdoor clothing store, is running a new print advertising campaign, “At Home in Nature”, featuring wild animals and models in AIGLE outfits. Two new print ads, “Elephant” and “Crocodile”, have been added to the print and poster advertisements from 2010, “Tiger” and “Stag” (Cerf). With its new campaign AIGLE asks the question, “Where do we feel the best, the most comfortable and free if it isn’t at home? “At home in nature”, is a strong and authentic message – wearing AIGLE you’ll feel as comfortable in nature as in your own home. With this idea, and always with a touch of humour, AIGLE remains true to its territory, values and to its vision of nature: wild, grandiose and intact.
The campaign has its origins in the 2007 campaign, “AIGLE. For the reintroduction of man into nature.” This signature sounded like a declaration, a strong brand commitment that also responds to that fundamental need that has become a genuine social aspiration: to reconnect humanity with nature.
The At Home In Nature campaign was developed at BETC Euro RSCG, Paris, by executive producers Marielle Durandet and Olivia Abols, global creative director Rémi Babinet, creative director/artistic director Florence Bellisson, assistant art director Jane Girard, copywriter Valérie Chidlovsky, photographer Giulia Noni (Elephant, Crocodile) and Yelena Yemchuk (Tiger, Stag), art buyer Isabelle Mocq-Orain, with production by Production Rita, working with AIGLE advertising managers Romain Guinier, Gideon Day, Laure Arnold, Marie-Andrée Jezequel, and assistant art director Jane Girard.
The 2007 campaign was developed by creative director Rémi Babinet, art director Florence Bellisson, copywriter Valérie Chidlovsky and photographer Paul Wakefield.