The film portrays the meaning of the new name and logo, in an emotional way, through a simple idea: 

‘Imagination needs care and wings to become reality’.

It features a feather, from an owl. First, the feather watches over and takes care of talent and then it gives imagination the necessary impetus and force to take off. It represents the role that Kering plays with its brands, the mix of attention and energy that creates an environment that stimulates the imagination and enables ideas to become reality.

The film’s objective is to represent all spheres of the Group: Luxury and Sport & Lifestyle,  in an authentic way. 

For example, some athletes in partnership with their Sport & Lifestyle brands took part in making the film, like the skateboarder Jérémie Grynblat for Volcom and the French international footballer Olivier Giroud for Puma. A Girard-Perregaux master watchmaker also entered into the spirit and played his own character. 

Christian de Bergh, Managing Director of Dragon Rouge who conceived the tone of the new communication strategy stated

“We worked with PPR on the central idea that was to set the tone for the new brand
platform. ’Empowering imagination’ emerged quite quickly after a series of interviews conducted inside and outside the Group. The managerial confidence placed in brand managers over day-to- day decisions and the central stimulus contributed by Group staff was perfectly reflected in the joining of these two words”.