betc luxe - chaumet

BETC LUXE SIGNE LA NOUVELLE ÉCRITURE PUBLICITAIRE DE CHAUMET

  • Il y a un an, BETC Luxe a été choisie pour devenir l’agence créative de la Maison Chaumet. À travers une nouvelle signature de marque et une nouvelle écriture publicitaire, l’agence et la marque mettent en lumière avec un ton décalé l’esprit insaisissable et intemporel de la Maison. « Grâce et Caractère » témoigne de ce paradoxe qui définit les femmes d’aujourd’hui, capables de se jouer avec grâce des conventions tout en s’imposant avec noblesse.

    En deux mots et trois images, la Maison Chaumet exprime sa vision de la féminité. Une féminité d’aujourd’hui inspirée par une femme d’hier à l’indépendance d’une étonnante modernité : l’impératrice Joséphine. Première grande cliente de la Maison dont elle reste l’inspiratrice, Joséphine mène sa vie au gré d’envies dont elle assume tranquillement les paradoxes, fidèle avant tout à son instinct et à son goût, sans jamais choquer ni céder aux injonctions.

    Saisie en plein mouvement, la femme Chaumet se libère des codes joailliers avec panache. Elégante et libre quand elle porte le diadème Firmament Apollinien à l’envers. Drôle et impériale alors qu’elle salue Paris d’une main gantée arborant des bagues Joséphine. Joueuse et mystérieuse avec le bracelet Liens Séduction porté à la cheville. Chacun est libre d’interpréter selon ses propres envies ces saynètes teintées d’impertinence qui disent l’esprit Chaumet.

    Le visuel institutionnel illustrant le diadème Firmament Apollinien est capturé par la photographe Julia Noni. Les deux visuels donnant vie aux collections emblématiques de la Maison, Liens et Joséphine, sont signées Marton Perlaki.

    La campagne est déployée en presse, digital et réseaux sociaux dès le 22 janvier 2018.

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