Brand and agency thought about a radical change in positioning, making Jules' commitment to a better fashion, the cornerstone of its identity and marketing strategy. Here, neither woke nor green washing: Jules walks the talk. The goal is zero waste, quality, sustainability. Julien et Quentin: "We wanted to highlight that there is not really a right or wrong answer to the question "wht does it mean to be a man?" We wanted to set the right tone, without taking the moral high ground and show optimism, that was very important to us. Something to make the viewer smile."