Lancel entrusted Al Dente to create its new communication territory. This first opus is set up with the Fall-Winter 2020 campaign and its social content. The brand faced many stakes: to infuse a new dynamic to the brand image by reconnecting it with its iconic tone of voice to keep its historic customers but also conquering a new generation super solicited.
The agency imagined the first opus of the communication territory to respond to several objectives: give back depth to the brand with a rich creative territory, find back a strong brand personality, win back desirability and freshness and finally, reinforce the brand legends and savoir-faire. « Play with Lancel » sums up this state of mind. Embodied by the model Julia Banas, the Fall-Winter 2020 campaign bring the positive energy out of the brand: the Lancel woman plays with the logo, the bags as an extension of her movements.
Strategic consulting, creative direction, direction & production: Al Dente Paris
Model: Julia Banas
Photographer: Mel Bles
DOP: Thibault Della Gaspera
Stylist: Morgane Bedel