Chevignon’s man’s man
Chevignon is a brand for man, and wants to make that very clear. In its new marketing campaign, launched on Wednesday, Oct. 15, there’s no question about anything remotely androgynous. "Chevignon intends to establish itself as the lifestyle brand of the 25-35 generation through masculine campaigns, and a strong identity," according to the brand.
In its latest effort, Chevignon has gone for an urban setting. "The brand is reclaiming the street, where it’s originally from. A gang with beaten up faces—sexy but arrogant, rebels who revel in insouciance—these are the new Chevignon men."
Chevignon, which turned 35 this year, has handed over the writing of this new chapter in its history to the agency Al Dente. The photojournalist Yan Morvan, who has notably covered numerous conflict zones, took the photos.
His first book, "Leather and fight”, published in 1976, was his starting point for his work on gangs. In 2000, he published "Gang", a book about gang warfare.
The campaign was shot on film in 16 mm, with the grain and detail purists consider impossible to recreate with a digital camera!
The campaign will runs for a month and a half, from 15 October to late November, to be rolled out in Paris, Lille, Lyon, Marseille, Strasbourg and Montpellier.
From October 27, the campaign will appear on Canal +. Finally, as of October 29, the brand will run its campaign on the big screens in cinemas throughout the Greater Paris for four weeks.
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