Hermès by Nick Knight 27th Grand Prix de la Publicité de Presse magazine Hermès won the 27th Grand Prix de la Publicité de Presse magazine, organized by the Syndicat de la Presse Magazine Marketing & Publicité, with its campaign “Des outils inspirés” (inspired tools) on the theme of craft, conceived with the Publicis Et Nous agency.
“A Hermès campaign in not a mirror, but a door. This is not some frozen imagination to which the public must subscribe. The campaign is conceived so that every viewer can invent his or her own story, taking the image as inspiration. We do not want close-minded or obvious messages that only communicate one thing. Creative advertising must evoke, arouse and give rise to a mental process wherein everyone can begin to dream. We wanted to assert our vibrant, dynamic, forward-looking side, and our constant desire to perfect our craft. Discussions of craft in the press focus on its endangerment. We want to change that image. It doesn’t suit our industry. We are not survivors. Allowing our artisans to survive is not an act of charity on our part. We are doing well as a company, and one essential reason for that is precisely the fact that this craft is alive and well, which enables us to provide our customers with products they like.”
Patrick Albaladejo, Deputy Director General of Hermès International.
Interview by Francoise Vidal for Strategies
Photographer: Nick Knight
Agency: PublicisEtNous
Artistic director: Philippe Chanet
