En pleine redéfinition de son image, Camaïeu met les femmes à l’honneur dans sa nouvelle campagne “À la ville cette femme porte du Camaïeu”. Une stratégie de communication plutôt originale puisque la marque ne montre aucun vêtements. Cette campagne de communication audacieuse est signée par la célèbre agence Buzzman.
Une nouvelle campagne pour renouveler son image
En faisant appel à Buzzman dans le cadre de la refonte de son identité, la marque de prêt-à-porter souhaite entamer une vraie transition. En effet, la crise du covid-19 a fortement impactée l’enseigne qui a enregistré une forte baisse de son chiffre d’affaires ces deux dernières années. Suite à un redressement judiciaire, la marque a finalement été rachetée par Michel Ohayon, également propriétaire de magasins repris aux Galeries Lafayette ou encore de l’enseigne la Grande Récré.
Une campagne qui met les femmes à l’honneur
Fini les top model et les standards de beauté, avec cette campagne Camaïeu veut mettre en avant les VRAIES femmes dans leur quotidien. Si l’on peut penser que la marque cherche à surfer sur la tendance de l’inclusivité pour mettre en avant ses vêtements c’est en réalité depuis ses débuts en 1984 qu’elle se positionne sur ce segment en proposant une mode accessible sans distinction de style, d’âge, de morphologie ou de pouvoir d’achat. La marque souhaite donc continuer sur cette lancée mais va encore plus loin avec sa campagne “À la ville cette femme porte du Camaïeu”.
La campagne 360°, disponible à partir du 19 septembre, est composée d’un film TV, d’une campagne d’affichage et de DOOH (Digital Out Of Home), ainsi que d’un dispositif social media. Elle met en scène différentes femmes actives et bien dans leur peau en train d’exercer leur métier : sage-femme, pompière, avocate, apicultrice, cuisinière…
Une proposition forte et culottée puisque c’est la première marque de prêt-à-porter qui propose une campagne publicitaire où on ne voit pas ses vêtements. En effet, L’agence Buzzman revendique la première campagne print de prêt-à-porter qui ne montre aucun vêtement Camaieu, cela « pour ne faire exister que les femmes, reconnaissant ainsi leur place, leur beauté et leur puissance, sans en faire des héroïnes intouchables ». Pourtant le message fonctionne : Camaïeu s’adresse à toutes les femmes et à toutes les beautés, aussi différentes soient-elles. Elle valorise l’authenticité de chacune d’entre-elles plutôt que de les montrer comme des objets publicitaires peu représentatifs de la femme d’aujourd’hui.
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