French luxury goods house Hermès, best known for catering to women as in its iconic ‘Grace Kelly’ bag, is running a Hermès MANifeste campaign with digital agency AKQA, aimed at blokes. Hermès began as a saddlery in the 19th century.
The latest incarnation is ‘a man, a list, a twist.’
Hermès Men Universe artistic director Veronique Nichanian says: “I want to take them on a delightful and exciting journey with us, reaching out to men with Hermès spirit, light-hearted humour. I always have men’s best interests at heart when launching a project. The MANifeste is just like any Hermès endeavour – arousing curiosity, stirring up creativity and entertaining.” Good to know Veronique’s on our side.
AKQA creative director Peter Lund says: “Hermès is one of the few remaining luxury brands that value the spirit of their house as much as they value the quality of their craftsmanship. We’ve worked closely with Hermès to create a unique experience that represents these values through the masculine universe of Hermès.”
MANifeste is global, entirely web-based and you can buy the featured products. That’s Christmas sorted then.
MAA creative scale: 7.