Pierre Gasly joins the Gentleman Society
Exhibition signs for Givenchy Gentleman the arrival of its new ambassador, Pierre Gasly. The codes of elite sport help evolve the notion of the contemporary Gentleman: self-transcendence, discipline and inspiration.
Pierre Gasly was chosen for his ability to embody these values with authenticity and sobriety. Young, international and deeply rooted in his time, he represents a new form of masculinity, far removed from the fixed archetypes of the classic gentleman.
Initially conceived as a digital-first campaign, it quickly exceeded its objectives and was
extended across OOH, POS, TV and cinema.
Digital has provided the flexibility needed to adopt a more embodied approach, allowing Pierre Gasly to express himself naturally and fully own the campaign.
It is set within a gold palette — the signature of Gentleman Ambré — and plays with diptychs that draw visual parallels between the ambassador, the pack and the world of Formula 1.
A series of short, snackable formats anchors the campaign within the affinity territory of F1, which is highly present on social media. Through original concepts such as pit-stop interviews, we strengthen the brand’s resonance with this universe while fostering greater proximity with fans.
