Renew the brand territory by breaking away from the classic codes of lingerie to speak to all women. Simultaneously support a price reduction for the brand.

• Produce a TV and digital campaign of 3 films in a single day of shooting in Paris with an identified talent: Julie Navarro.
• Organise a casting of everyday women, breaking from the classic codes of lingerie to address all women; negotiate performers' rights upfront.
• Coordinate the TV, digital and outdoor campaign while ensuring artistic consistency.
• Oversee the entire production chain from brief to broadcast, nationwide deployment.

The campaign was praised by the specialist press as a turning point in lingerie advertising in France. Darjeeling successfully positioned itself as an engaged and accessible brand.