Film > TV / Cinema Film: Sectors
I LOVE YOU MAN
SAATCHI & SAATCHI, Paris / JULES / 2023
Awards:
Overview
Credits
Overview
Write a short summary of what happens in the film
One of my friends gets together in class over a weekend to celebrate one of them's birthday.
Everything goes perfectly and the celebrant receives the JULES jacket he so longed for.
To mark the moment, one of the friends declares his friendship to the others who, surprised at first, end up also expressing themselves freely.
The film “I love you, man” is a real moment in life between five guys confronted with their vulnerabilities and tender contradictions. A film that tries to answer a question that all men once asked themselves: can we say I love you among friends?
Background:
The Jules brand suffers from a lack of desirability. We know her well but we have an image of her clothes very functional: simple and comfortable basics. However, the Jules brand offers much more than that, you can find stylish and durable clothes.
While the Men In Progress campaign laid the foundation for the brand strategy, with a very positive impact on Jules’ image, the link with clothing has not been made in the minds of consumers.
It was crucial for the brand to speak out in an innovative way to also anchor its innovative approach to clothing, including a clear discourse on eco-responsible fashion.
How to show men in a new light, so as to impact minds and show a new picture of modern man and his relationship to others.
Describe the Impact:
The campaign is recent (May 2023) and we are still seeing its impact, but we can already see the wave of positive feedback and the discussions it generates.
Many comments attest to the general appreciation of the film by the general public, via posts on the website and handwritten letters sent to JULES’ headquarters.
The campaign even succeeded in generating conversations and declarations of affection between men (Reprise of the campaign on BFM Business and in podcasts on masculinity, etc...
A campaign that has been the heart of many media: Stratégies, BFM Business, Culture Pub, Podcast ‘Les Passeurs de Clé(s)’.
Proof of this is that the insight at the heart of the campaign and the taboo it addresses echoes the changes in society. A great way to reach your target and talk about your brand and offer subtly and accurately.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Men are often modest with their feelings. The fact of showing them expressing themselves openly with words that are sometimes difficult for them shows how much men have evolved and that it is therefore necessary to offer them clothes that have evolved with them. Clothes that match them.
A new mindset corresponds to a new vision of fashion. More ethical and eco-responsible men's fashion must be attractive but not only.
Cultures evolve, she must be up to date not only in form but also in substance and correspond to her new men who assume themselves and their feelings.
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