Athena: 4 French Athletes butt naked during a photo shoot by 360 Euro Rscg Paris for Athena

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Athena: 4 French Athletes butt naked during a photo shoot

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Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Film
Market France
Agency 360 Euro Rscg Paris
Director Agathe Riedinger
Executive Creative Director Virginie Lepere, Hugues Pinguet
Art Director Dima Kronfol, Thomas Derouault
Copywriter Jean-Francois Le Marec - Dimitri Hekimian
Photographer Jean Yves Lemoigne
Production Marcassin
Released September 2011

Credits & Description

Athena, number one seller of men underwear in retail stores across France is launching its brand new line while anouncing its partnership with the French Athletics team. The brand strategy brought by EURO RSCG 360 brings a new playful spirit to the brand. Gone is the idealized image of the muscle man, welcome fun and humor for a campaign as colorful as the new boxers. 4 athletes strip down in the first step of the integrated campaign in a series of outdoor ads and a making of that reveals the naked truth about advertising.
Advertising Agency: Euro RSCG 360, France
Advertiser's supervisors: Dominique Seau, Anouk Ribard, Françoise Chauvin
Agency's CEO: Pascal Allard
Agency's Managing Director: Vincent Mayet
Executive Creative Director: Hugues Pinguet
Account supervisors: Vanessa Bernard-Granger, Anne-Flore Seringe
Art Director: Thomas Derouault
Copywriter: Dimitri Hekimian
Art Buyer: Isabelle Baud
Agency Producer: Christophe Demeure
Photographer: Jean-Yves Lemoigne
Retoucher: Asile
Director: Agathe Riedinger
Production Company: Marcassin
Athletes: Renaud Lavillenie, Kevin Mayer, Martial Mbandjock, Romain Barras