Soft is the New Strong in This Rousing Campaign for Eric Bompard

'Soft is the new strong' is the latest tagline of French cashmere manufacturer Eric Bompard’s new brand positioning. 

Created by BETC Luxe, the agency won the client after a pitch earlier this year. 

The campaign consists of three stunning visuals, set to a Parisian backdrop and shot by photographer Clément Pascal. 

A film has also launched for the campaign, directed by Gobert et Degove (the duo behind TV series The Returned), with a soundtrack signed by musical artists KCPK.