“Soft is the new strong” reads the tagline of French cashmere manufacturer Eric Bompard’s new brand positioning, created by BETC Luxe.
The agency won the client after a pitch earlier this year and now proudly presents its first campaign for the luxury brand.
The campaign consists of 3 stunning visuals, set to a Parisian backdrop and shot by photographer Clément Pascal.
Also a film was produced, directed by Gobert et Degove (duo behind TV series The Returned), with a soundtrack signed KCPK, in which the softness of the textiles is juxtaposed to the conflict imagery of protests.
