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⚽️ adidas x Clutch 👕 For generations, wearing a national jersey has been a symbolic act of belonging that unites a nation. An almost political or religious piece of fashion that should not be profaned. Before EURO and COPA 2024 adidas faces a new challenge: How to invite the new generation to consider wearing the jersey of another nation when their national team is playing at the same time in an international competition? Thankfully, Gen-z ignores conventions, transforms past codes, and gets rid of certain values that the previous generations considered as sacred. This generation has its own relationship with identity.  Tastes, styles, cultures, they embrace endless possibilities and assume to be multiple, all at once. If proudly wearing a jersey to represent a nation during a match will never disappear, with the advent of blockcore in the early 20s, we can now assume that there is another way to wear it. Just because you like it, you feel the vibes for another country or because it simply matches your outfit and you are killing it. Evolving on the way adidas presents national jerseys is an opportunity for the brand to play an opening role by welcoming a broader audience to the football world and connecting hardcore football lovers and fashion-footix. Many thanks to Alexandre Heckel & Uriel Abalo for the opportunity and the whole Clutch team members involved ! Copywriter: Arthur Ellis Production: HAMLET Film Director: Pierre Davy

🏔️ First times 🏕️ While keeping its vertical DNA at the core, Millet highlights the mountain “first times”, the engaging ones, those that allow us to overcome our natural limits, wherever they may be. First time for the brand in the Hautes-Pyrénées, our photography direction was to witness the action from the point of view of the mountain, the rock, the pebble, looking down at women & men climbing up and wandering around our flanks. An invitation to encourage and guide all mountain goers to go for their first unknown in the mountains this summer. Photographers: Matt Georges Pierre Desmottes Julien Bouthet

Millet crafts reliable, adaptable, durable gears and pass on a timeless knowledge. It’s the perfect brand for all mountain goers who want to reach their first unknowns. Yet its awareness among a wider audience is far behind category leaders. On the basis of a now solidified core we helped Millet to define: brand platform, identity, TOV… Clutch advised Millet to deploy an ambitious 360 campaign for one of the most accessible product categories.  The objective: Begin tactical advances to conquer the minds of outdoor enthusiast beyond the direct periphery of the mountains. While keeping its vertical DNA at the core, the brand highlights the mountain “first times”, the engaging ones, those where we want to be free to exceed our initial barriers, whatever they may be. Going against the current outdoor campaign formats where the intensity and show-offs edit effects rules, Millet defends a contemplative, dreamlike, emotional point of view. The fixed camera, placed on the ground level, adopts the point of view of the mountain, a benevolent look at these women and men who reveal themselves as they travel along its slopes. Our campaign showcases 3 main activities with films, stills and activation: Mountaineering, Trail Running & Trekking. Discover the whole campaign here: https://lnkd.in/et_X29DZ Director: Thibaud CARTIGNY  DOP: Andy collet 1st AC: Vincent Ricci Photographer: Matt Georges, Pierre Desmottes, Julien Bouthet Shooting Coordinator: Mathilde Garbé Fixer: Antoine Auffray Post-production: Cassius - Cuuut Edit: Simon Tristant Colorist: Antoine Ravache Post-production: Clémence Normand, Anaé Ribadeau Dumas Talents: Jordane Lienard, Lisa, Valentin Cazaux, Maitena Luc, Margaux Vilain Amirat, Thomas Gendronneau Millet: Bonnardon Celine, Julien Bouthet, Pierre Desmottes, Frédéric FAGES, Romain Millet

Merci à SNCF Connect & Tech Marie Perrin Mariame Badri pour cette chouette collaboration placée sous l'égide du sport ⛹🏽♀️🏄♂️🏋️♀️🤾🏽♀️⛹🏿♂️🤺🏊🏻♀️

🏔️ Millet x Clutch 🏔️ The outdoors and mountaineering categories are set to exponentially grow in the next decades, and Millet is one of the most unique and legitimate brands on the market. But its structural resemblance with historical competitors meant that the brand was not conveying the unmatched proposition it can deliver to mountain goers in the next 100 years. In clarifying the strategic positioning opportunity for Millet, attention was firstly devoted to understanding the foundations, history, products, and cultural aspirations of the Millet organization. This knowledge was then confronted to deep dives into cultural, consumer and category trends. FOR THE UNKNOWN: 100 years of expecting the unexpected has enabled Millet to accumulate knowledge that it now has a duty to transmit to all future mountain goers. Sharing in common with its athletes, guides, legends and friends an honest perspective on nature and its superiority over mankind, Millet will continue to create gears that support those who dream of places without knowing the way to get there. Brand platform & behaviours, Tone of Voice, Identity brief and supervision, collaboration with Saint-Lazare to define the new logo. We conducted a 10 months work allowing the brand to unveil its new direction in Chamonix last February. Exciting times ahead. Many thanks to Millet Romain Millet Frédéric FAGES Bonnardon Celine Julien Bouthet Pierre Desmottes Lucien Boyer

🏄🏽♀️ À vos marques… Prêts…Partez ! ⛹🏽♀️ Pour annoncer l’ouverture des ventes des billets de train pour l’été 2024, nous avons collaboré avec les équipes SNCF Connect & Tech pour définir une campagne créative. L’été 2024 sera marqué par d’innombrables moments sportifs et pour permettre à toutes et tous de les vivre, SNCF Connect, comme chaque année, est dans les starting blocks. Nous avons imaginé des situations décalées & colorées invitant les Français.e.s à prendre leurs billets. Une collaboration étroite avec l’illustratrice Camille de Cussac qui a admirablement donné vie à ces scènes. Merci à Marie Perrin et Mariame Badri de nous avoir fait confiance et pour la collaboration tout du long. Et un remerciement particulier aux équipes qui ont travaillé avec nous sur le sujet.

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Join us 👉 contact@clutch-agency.com

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