EVOLE DOWN JACKET

How to launch Millet’s new down jacket, ensure to stand out from the crowd in an already oversaturated category and get our product benefits immediately understood?

Brief

Helping the brand to craft a campaign for the launch of the Evole light down jacket collection
and ensure Millet’s know-how is guaranteed and well pursued.

Opportunity

Rather than emphasizing warmth or lightness as other brands do, focus on one of the light down jacket strengths: adaptability.

Answer

A story of adaptability. Millet light down jacket, a reliable piece of cloth for all the situations that you wear so constantly you don’t even notice it anymore.

FORGET ABOUT THE ESSENTIAL

The story follows a man and a woman wearing their Evole Light Down Jacket through a whole fantasized day full of various activities: outdoor intense sport, outdoor experiences shared, work moments, in & out city transport, etc.

We follow both protagonists as they constantly walk or run up,

a nod to the notion of verticality so essential to the alpinist French brand. As the landscapes, the outfits, the weather conditions change, only the Evole Light Down jacket remains

on so that the viewer notices it even more.