{
    "title": "Un parfum de changement par JULES",
    "modified_at": "2021-02-19 11:11:43",
    "published_at": "2021-02-19 11:11:43",
    "url": "https://press.air.be/un-parfum-de-changement-par-jules",
    "short_url": "http://prez.ly/at8b",
    "culture": "fr",
    "language": "FR",
    "slug": "un-parfum-de-changement-par-jules",
    "intro": "<p>Apr&egrave;s avoir d&eacute;construit les clich&eacute;s sur la masculinit&eacute; dans le film &laquo; Men in progress &raquo;, introduisant la nouvelle plateforme de marque de Jules, Air a d&eacute;cid&eacute; de continuer sur sa lanc&eacute;e en s&rsquo;attaquant &agrave; un nouveau challenge.</p>",
    "body": "<p>Apr&egrave;s 10 ans d&rsquo;absence sur ce march&eacute;, Jules a pris la d&eacute;cision de lancer une nouvelle eau de toilette avec un objectif clair : s&eacute;duire les jeunes et rajeunir la marque.</p>\n<p>Dans une industrie o&ugrave; la communication se limite tr&egrave;s/trop souvent &agrave; la simple image de l&rsquo;homme &laquo; parfait &raquo; :<br />muscl&eacute;, grand, beau, animal, sauvage, Air a d&eacute;cid&eacute; de voir les choses autrement et d&rsquo;y amener un coup de fraicheur n&eacute;cessaire.<br /><br />Du naming, au packaging, en passant par la communication, Air a construit et pens&eacute; ce projet d&egrave;s sa base.<br /><br />C&rsquo;est comme &ccedil;a qu&rsquo;est n&eacute; : <strong>Bon Homme</strong>.<br />Un parfum qui sent l&rsquo;homme, mais le bon.</p>\n<p>Gr&acirc;ce &agrave; un packaging eco-responsable et un film qui challenge les clich&eacute;s sur l&rsquo;odeur masculine, Air offre une position forte et audacieuse &agrave; cette nouvelle eau de toilette.</p>\n<p>Parce qu&rsquo;au final, &ccedil;a veut dire quoi : &laquo; &ccedil;a sent l&rsquo;homme &raquo; ?</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>",
    "header": {
        "large": "https://cdn.uc.assets.prezly.com/014240d2-e127-4b43-949a-c16275e7965c/-/preview/1200x1200/-/format/auto/",
        "release": "https://cdn.uc.assets.prezly.com/014240d2-e127-4b43-949a-c16275e7965c/-/preview/1200x1200/-/format/auto/"
    },
    "videos": [
        {
            "caption": "JULES - Bon Homme",
            "thumbnail": "https://i.ytimg.com/vi/z4H1FB75q3w/maxresdefault.jpg",
            "url": "https://www.youtube.com/watch?v=z4H1FB75q3w",
            "embed": "<div><div style=\"left: 0; width: 100%; height: 0; position: relative; padding-bottom: 56.25%;\"><iframe src=\"//cdn.iframe.ly/api/iframe?url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3Dz4H1FB75q3w&amp;key=8fe6cdec03482ac31f27a6ae8ea2fb3f\" style=\"border: 0; top: 0; left: 0; width: 100%; height: 100%; position: absolute;\" allowfullscreen scrolling=\"no\" allow=\"encrypted-media *; accelerometer; clipboard-write; gyroscope; picture-in-picture\"></iframe></div></div>"
        }
    ],
    "images": [
        {
            "caption": "",
            "original": "https://cdn.uc.assets.prezly.com/4ec9b606-e8f7-4b0e-969c-34ebcf8cddf8/",
            "medium": "https://cdn.uc.assets.prezly.com/4ec9b606-e8f7-4b0e-969c-34ebcf8cddf8/-/preview/500x500/-/format/auto/",
            "small": "https://cdn.uc.assets.prezly.com/4ec9b606-e8f7-4b0e-969c-34ebcf8cddf8/-/preview/200x200/-/format/auto/",
            "thumbnail": "https://cdn.uc.assets.prezly.com/4ec9b606-e8f7-4b0e-969c-34ebcf8cddf8/-/preview/100x100/-/format/auto/",
            "square": "https://cdn.uc.assets.prezly.com/4ec9b606-e8f7-4b0e-969c-34ebcf8cddf8/-/scale_crop/200x200/center/-/format/auto/",
            "squaresmall": "https://cdn.uc.assets.prezly.com/4ec9b606-e8f7-4b0e-969c-34ebcf8cddf8/-/scale_crop/58x58/center/-/format/auto/"
        },
        {
            "caption": "",
            "original": "https://cdn.uc.assets.prezly.com/78ecec65-73a3-4086-82c9-56f8f97c97b1/",
            "medium": "https://cdn.uc.assets.prezly.com/78ecec65-73a3-4086-82c9-56f8f97c97b1/-/preview/500x500/-/format/auto/",
            "small": "https://cdn.uc.assets.prezly.com/78ecec65-73a3-4086-82c9-56f8f97c97b1/-/preview/200x200/-/format/auto/",
            "thumbnail": "https://cdn.uc.assets.prezly.com/78ecec65-73a3-4086-82c9-56f8f97c97b1/-/preview/100x100/-/format/auto/",
            "square": "https://cdn.uc.assets.prezly.com/78ecec65-73a3-4086-82c9-56f8f97c97b1/-/scale_crop/200x200/center/-/format/auto/",
            "squaresmall": "https://cdn.uc.assets.prezly.com/78ecec65-73a3-4086-82c9-56f8f97c97b1/-/scale_crop/58x58/center/-/format/auto/"
        },
        {
            "caption": "",
            "original": "https://cdn.uc.assets.prezly.com/226cb28e-e8cc-4a44-9b89-1478e8a0e9b8/",
            "medium": "https://cdn.uc.assets.prezly.com/226cb28e-e8cc-4a44-9b89-1478e8a0e9b8/-/preview/500x500/-/format/auto/",
            "small": "https://cdn.uc.assets.prezly.com/226cb28e-e8cc-4a44-9b89-1478e8a0e9b8/-/preview/200x200/-/format/auto/",
            "thumbnail": "https://cdn.uc.assets.prezly.com/226cb28e-e8cc-4a44-9b89-1478e8a0e9b8/-/preview/100x100/-/format/auto/",
            "square": "https://cdn.uc.assets.prezly.com/226cb28e-e8cc-4a44-9b89-1478e8a0e9b8/-/scale_crop/200x200/center/-/format/auto/",
            "squaresmall": "https://cdn.uc.assets.prezly.com/226cb28e-e8cc-4a44-9b89-1478e8a0e9b8/-/scale_crop/58x58/center/-/format/auto/"
        },
        {
            "caption": "",
            "original": "https://cdn.uc.assets.prezly.com/cb1c98e4-2d31-4274-b2a2-656f22db363e/",
            "medium": "https://cdn.uc.assets.prezly.com/cb1c98e4-2d31-4274-b2a2-656f22db363e/-/preview/500x500/-/format/auto/",
            "small": "https://cdn.uc.assets.prezly.com/cb1c98e4-2d31-4274-b2a2-656f22db363e/-/preview/200x200/-/format/auto/",
            "thumbnail": "https://cdn.uc.assets.prezly.com/cb1c98e4-2d31-4274-b2a2-656f22db363e/-/preview/100x100/-/format/auto/",
            "square": "https://cdn.uc.assets.prezly.com/cb1c98e4-2d31-4274-b2a2-656f22db363e/-/scale_crop/200x200/center/-/format/auto/",
            "squaresmall": "https://cdn.uc.assets.prezly.com/cb1c98e4-2d31-4274-b2a2-656f22db363e/-/scale_crop/58x58/center/-/format/auto/"
        }
    ],
    "author": {
        "first_name": "Lena",
        "last_name": "Vyncke"
    },
    "format_version": 1
}