Outdoor brand Aigle's tale of two sisters is also a sweet sustainability message

The company is the latest to promote a second life for its own goods

Published On
Nov 03, 2020

Editor's Pick

Sustainability and recycling are resonating at the moment in retail—last month, for example, we saw Ikea encourage people to give their furniture a second life with its Buy Back Friday initiative. Now a new spot from Aigle, the upscale outdoor fashion brand, takes a similar theme, by way of some emotive storytelling.

The ad evolves around two sisters growing up, and, in the way of sisters, the younger one hankering after her older sister's yellow Aigle jacket. Although we see the two girls having fun together, the jacket is a cause of contention, with the little girl repeatedly sneaking into her teenage sister's room to try it on. As the sisters grow up, the older one discovers boys and becomes more guarded of her privacy. One day, however, the younger sister finds the jacket with a note saying "It's yours" and we see the sister leaving to go off to college. (We hope she's going somewhere warm, where she won't need her jacket.) The tagline is "fashion to love longer."

French agency Rosapark created the spot, with Franco-Spanish director duo Realite helming the film via Big Productions.  It will be run on digital and social networks with the hashtag #LesPetitsMotsdeAigle (The Little Words of Aigle). There's also an interactive element on Instagram, where Aigle will give people the opportunity to write their own note on the little blank note from the film, on which they can tag their brothers, sisters, or friends, for the chance of winning the Aigle jacket.  

Credits

Date
Nov 03, 2020
Client :
Aigle
Agency :
Rosapark
Aigle CEO :
Sandrine Conseiller
VP Marketing & Branding :
Nadine Cottet
Image Director :
Aurélie Saint Martin
Brand Activation Manager :
Eva Hicheri
Co-Founder :
Jean-Patrick Chiquiar
Co-Founder :
Gilles Fichteberg
Co-Founder :
Jean-Francois Sacco
Creative Team :
Alexandre Delvert
Creative Team :
Cyril Haoual
Managing Director :
Delphine Drutel
Development Manager :
Camille Courant
Account Manager :
Tanguy Hercouet
Strategic Planner :
Louise Imbert
Social Media Manager :
Cassandre Geron
Head of Production :
Elodie Jonquille
TV Production :
Jean-François Wang
Communications Director :
Lauren Weber
Production :
Big Production
Director :
Realité
DOP :
Lucas Casanovas
Prod :
Kasia Staniaszek
DOP :
Driss Lumbroso
Post Production :
Firm
Sound Production :
Kouz
Music :
Pepite
Music :
Les Bateaux

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