French fashion brand, Aigle, makes boots and outerwear. Its “thing” is clothing that lasts “forever”. With the current eco-friendly mood, it’s the brand’s time to shine and Rosapark has delivered its message in the story of a yellow puffer jacket – owned by an older sister, desired by her younger sibling, and eventually handed down.

It’s an unlikely fashion retail commercial – an emotive story about sisterly relationship in which the jacket happens to play a role. This story touches its audience in an entirely new way.

“Creating this film for Aigle, a brand legacy par excellence, was really exciting. We illustrated a product claim through the prism of a fraternal story that I hope will speak to as many people as possible. Emotion, yes, but what I would like people to retain is this message of sustainability, the cornerstone of this campaign,” explained Jean-François Sacco, co-founder of Rosapark.

Watch the film: https://youtu.be/x0CW2V9TMPs

The commercial was directed by Franco-Spanish director duo, Réalité, in a 4/3 format to reinforce the idea that the story is being told through childhood memories.

The campaign will be supported in digital and social networks with the hashtag #LesPetitsMotsdeAigle (TheLittleWordsofAigle). On Instagram, the brand will give internet users the opportunity to rewrite the end of the film by providing them with the little blank note on which they can tag their brothers, sisters, or friends, for the chance of winning the famous Aigle jacket.

Credits:

Agency: Rosapark 
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Creative Team: Alexandre Delvert & 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 Directo : Lauren Weber

Production Company: Big Production 
Director: Realité
DOPs: Lucas Casanovas & Driss Lumbroso 
Producer: Kasia Staniaszek

Post Production: FIRM 
Sound Production: KOUZ
Music: Les Bateaux by Pepite

Client: Aigle 
CEO: Sandrine Conseiller 
VP Marketing & Branding: Nadine Cottet 
Image Director: Aurélie Saint Martin 
Brand Activation Manager: Eva Hicheri