ADVERTISING

Jules

Men in Progress

Agency: Air

Description

‘Men in Progress’ aims to detoxify the stereotype of masculinity and diversify the vision of the modern man with an optimistic intonation and addresses some of the outdated alpha-male interpretations of what it means to be a man. Tall, strong, sensitive, paternal, decisive, stylish, fearless and brave versus subtle, emotional, houseproud, tentative, modest, patient and confident: the new rebooted approach to masculinity.
The new campaign explores the relationships men have during their lifetime with themselves, with friends, women, family and careers, and takes us on a journey to examine what it did mean to be a man and what it can now mean.
The film uses emotion and humour to illustrate a man's progression through a responsible life with a high-speed VO and fast editing.

This professional campaign titled 'Men in Progress' was published in Belgium in November, 2020. It was created for the brand: Jules, by ad agency: Air. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted over 1 year ago by PR: AB of Air Brussels.

Credits

Advertising Agency: Air Brussels, Belgium
Production Company: Hamlet
Creation : Arnaud Bailly, Karel De Mulder, Romain Félix, John Benois
Special thanks to: Charlotte Keup, Pauline Héraly, Bérengère Lurquin, Anastasia Bousson, Chantal Gillet, Renaud Goossens, Dominique Ruys, Jason Felstead, Thomas Landeloos
Movie production Agency: HAMLET
Director: Julien & Quentin
VFX and post-production: divide.tv
Sound Production Company: Sonhouse
VO FR : Krisy / @de.la.fuentes
Music: Quentin Garabedian

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