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Translated by
Roberta HERRERA
Published
Aug 29, 2022
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Officine Générale bets on billboard and print advertising

Translated by
Roberta HERRERA
Published
Aug 29, 2022

Officine Générale didn't throw a big party for its 10th anniversary, but it sure did treat itself to an international campaign. The French brand founded in Paris in 2012 by Pierre Mahéo unveiled its Fall/Winter 2022 campaign as a full-page ad in M Le Monde, the French culture and lifestyle magazine. 


FW 2022 campaign - Officine Générale


The campaign conceived by Dutch artist Saskia de Brauw and filmed and photographed by Vincent van de Wijngaard entitled "Shores" ("rives" in French) was shot in the fascinating setting of an off-season French coast.

The two protagonists (Saskia de Brauw and Henry Kitcher) are pictured navigating this uninhabited and poetic setting in a series of films and photographs shot on 16mm film to provide a certain ambiance to the campaign.

This is the first time that the brand has launched a campaign in magazines and on billboards.

"For our tenth anniversary, we are opening many stores in the United States, in France, and soon in Germany. We have wonderful momentum. But we also need to continue to build brand awareness. We could only do digital marketing as many other brands do. But I really love the physical world," explained Mahéo to FashionNetwork.com.

"I happen to have faith in physical stores and I love print media. I believe that we are bombarded with images online and that the impact of seeing an image in magazines is different. This is also why this series in film suits us, because it resonates with our artistic approach. With film, we run the risk that a strand of hair may be out of place, that a coat might be wrinkled. But we are in the process of allowing ourselves to let go. I wanted to do that, to trust Vincent van de Wijngaard. This is consistent with our qualitative approach with producing our products in Europe," continued Mahéo.


Officine Générale


In this vein, Officine Générale will advertise in half a dozen magazines such as M Le Monde, as well as in the Financial Times' HTSI on September 3, in the New York Times in the United States on September 4, followed by other print publications such as Self Service and L'Étiquette.

"Despite the challenging economic backdrop induced by the pandemic, these magazines saw their audience continue to grow. The quality of their news and their work has shown that readers are still interested and their subscriptions have increased. This campaign represents a significant financial investment that reflects our growth, but we decided to allocate half of our budget to print and outdoor advertising in newsstands and subway exits in Paris and New York," said Mahéo.

The brand will also benefit from an outdoor street mural on Rue du Bac, located in the seventh arrondissement of Paris. Officine Générale currently has more than 70 employees and has been backed by Untitled since 2021, with a reported turnover of nearly 10 million euros for its fiscal year that ended in April 2021.

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