Athletes and Ad Agency Crew Get Naked for Athena Happy Boxers

Not only does the client, Athena convince members of the French Athletics Team to go naked for their promo of "Athena HappY", but the athletes convince the ad agency (Euro RSCG 360) crew to get naked during the shoot for the campaign too.
Credits:
Athena, number one seller of men underwear in retail stores across France is launching its brand new line while anouncing its partnership with the French Athletics team. The brand strategy brought by EURO RSCG 360 brings a new playful spirit to the brand. Gone is the idealized image of the muscle man, welcome fun and humor for a campaign as colorful as the new boxers. 4 athletes strip down in the first step of the integrated campaign in a series of outdoor ads and a making of that reveals the naked truth about advertising.
Advertising Agency: Euro RSCG 360, France
Advertiser's supervisors: Dominique Seau, Anouk Ribard, Fran├žoise Chauvin
Agency's CEO: Pascal Allard
Agency's Managing Director: Vincent Mayet
Executive Creative Director: Hugues Pinguet
Account supervisors: Vanessa Bernard-Granger, Anne-Flore Seringe
Art Director: Thomas Derouault
Copywriter: Dimitri Hekimian
Art Buyer: Isabelle Baud
Agency Producer: Christophe Demeure
Photographer: Jean-Yves Lemoigne
Retoucher: Asile
Director: Agathe Riedinger
Production Company: Marcassin
Athletes: Renaud Lavillenie, Kevin Mayer, Martial Mbandjock, Romain Barras
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