The integrated strategy (Digital, TV, Display, Press) has mass reach in France and abroad, and is carried out by modern icons.
Entitled #BraveOfTomorrow, the campaign highlights a new vision of courage: that of being a free spirit, a purveyor of ideals for the society of tomorrow.
Our hero is a person who has the courage to stand out and become the iconic leader of a community that is as creative and free as himself.
English actor Alex Pettyfer comes with a "crew" of influential leaders, men and women who can inspire us and transport us with their audacity and freedom. They include The Twins (hip hop), Jonas Blue (DJ), Jason Paul and Bjorn De Klerk (freerunning), Cassandre Lemoine and Lee Juae (longboard).