Chaumet: Bague

Credits & Description:

Alternative title: Collection Joséphine
CLIENT: CHAUMET
CEO Chaumet: Jean-Marc MANSVELT
Communications Director: Xavier POUGET
Publishing and Advertising Director: Delphine MATHIEU
Project Manager Publishing and Advertising: Jennifer BELJAMBE
AGENCY: BETC Luxe
Managing Director BETC Luxe: Brune Buonomano
Associate Director: Christine Leblond
Account Manager: Paul Remay
Account Manager: Maud Lambert
CREATIVE DIRECTOR: Safia Bouyahia
ART DIRECTORS: Fanny Burrato, Maud Lepetit
Planning Director BETC Luxe: André Mazal
PHOTOGRAPHERS: Julia Noni, Marton Perlaki
ART BUYING: Isabelle Mocq
PRODUCTION: RITA Production
Published; January 2018
Synopsis:
A year ago, BETC Luxe was chosen to become the creative agency of the Parisian jeweller, Chaumet. By way of a new brand signature and a new advertising image, the agency and the brand cast in an offbeat light the
ineffable and timeless spirit of the Maison. "Grace and Character" testifies to this paradox, which defines the women of today, capable of gracefully juggling with the conventions while making their mark with an air of nobility.
In two words and three images, Chaumet expresses its vision of femininity. A femininity today inspired by a woman of yesteryear whose independence showed astonishing modernity: the Empress Josephine. The first great client of Chaumet, and for which she remains the inspiration, Joséphine led her life according to her desires, the paradoxes of which she accepted with good grace, faithful above all to her instinct and her taste, without ever shocking, without ever bowing to exhortations.