{
    "title": "Een geur van verandering, getekend JULES",
    "modified_at": "2021-02-19 11:22:19",
    "published_at": "2021-02-19 11:22:19",
    "url": "https://press.air.be/een-geur-van-verandering-getekend-jules",
    "short_url": "http://prez.ly/bt8b",
    "culture": "nl_BE",
    "language": "NL",
    "slug": "een-geur-van-verandering-getekend-jules",
    "intro": "<p>Nadat Air komaf maakte met de mannelijke stereotypes in de &laquo;Men in Progress&raquo;-film die het nieuwe merkplatform van Jules introduceerde, gaat het agentschap verder op haar elan voor het Franse merk met 700 boetieks.</p>",
    "body": "<p>Na 10 jaar afwezigheid op de parfummarkt nam Jules de beslissing om een nieuwe eau de toilette te lanceren. Doelstelling&nbsp;: jongeren verleiden en het merk verjongen.</p>\n<p>In een sector waar de communicatie zich vaak beperkt tot beelden van mooi gespierde, mysterieuze en half wilde jongemannen, wil Jules de dingen anders aanpakken. Air kreeg de opdracht om de nieuwe visie creatief te vertalen.</p>\n<p>Van de naam tot de verpakking en de communicatie&hellip; Air bedacht het project van A tot Z. En zo kwam het op de proppen met <strong>Bon Homme</strong>. <strong>Een mannengeur, maar dan een goede.</strong></p>\n<p>Dankzij een ecovriendelijke verpakking en een film die inspeelt op stereotypes rond de mannelijke lichaamsgeur springt BON HOMME eruit en versterkt het nieuwe parfum het nieuwe, eigenzinnige imago van Jules.</p>\n<p>&nbsp;</p>\n<p>CREDITS\u202f:\u202f\u202f&nbsp;</p>\n<p><strong>Client</strong>\u202f:\u202fJULES&nbsp;&nbsp;</p>\n<p><strong>Contacts</strong>:\u202fBeno&icirc;t&nbsp;Latron,&nbsp;Karine&nbsp;Siebenhuner, Maud&nbsp;Grienti&nbsp;</p>\n<p><strong>Account&nbsp;team</strong>:&nbsp;Pauline\u202fHeraly, Anastasia\u202fBousson\u202f\u202f&nbsp;</p>\n<p><strong>Agency</strong>: AIR\u202fBrussels\u202f\u202f&nbsp;</p>\n<p><strong>CD</strong>: AIR Creative Council\u202f&nbsp;</p>\n<p><strong>Creation</strong>:\u202fArnaud Bailly\u202f\u202f&nbsp;</p>\n<p><strong>Creation</strong>:&nbsp;Karel De Mulder\u202f\u202f&nbsp;</p>\n<p><strong>Creation</strong>: John\u202fBenois</p>\n<p><strong>Creation</strong>:\u202fRomain F&eacute;lix\u202f\u202f&nbsp;</p>\n<p><strong>Creation</strong>:\u202fLaurie Lacourt\u202f\u202f&nbsp;</p>\n<p><strong>Creation</strong>:\u202fMarc Richard Vander Heyden\u202f\u202f&nbsp;</p>\n<p><strong>Art&nbsp;direction</strong>:&nbsp;Chantal Gillet&nbsp;&nbsp;</p>\n<p><strong>Special thanks&nbsp;to</strong>:\u202fLise&nbsp;Everaert, Benedict van Acker&nbsp;&nbsp;</p>\n<p><strong>Movie production Agency</strong>:\u202fInitials LA&nbsp;&nbsp;</p>\n<p><strong>Director</strong>:\u202fHeleen&nbsp;Declercq&nbsp;&nbsp;</p>\n<p><strong>DOP</strong>:&nbsp;Jordan&nbsp;Vanschel&nbsp;</p>\n<p><strong>Edit</strong>:&nbsp;Ward&nbsp;Geerts&nbsp;(Sliced)&nbsp;&nbsp;</p>\n<p><strong>VO&nbsp;recording</strong>:\u202fPuresound&nbsp;</p>\n<p><strong>VO</strong>:&nbsp;Amandine&nbsp;Decroix&nbsp;&nbsp;</p>\n<p><strong>Music &amp;&nbsp;sound&nbsp;design:&nbsp;</strong>Thomas&nbsp;Houthave&nbsp;(Klankwerk)&nbsp;</p>\n<p>&nbsp;</p>\n<p>&nbsp;</p>\n<p>&nbsp;</p>",
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            "caption": "JULES - Bon Homme",
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            "url": "https://www.youtube.com/watch?v=z4H1FB75q3w",
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