In the first phase, typical prejudices such as "BRAX has no style", "BRAX only has old men's fashion" or "BRAX is old-fashioned" are cleared up. Subsequently, fashion prejudices are refuted with striking styles from the current BRAX collection. The campaign will be visible at all touchpoints, with a focus on digital, which BRAX has expanded to include new channels. Thus, the previously used social media channels Instagram, Facebook and YouTube will be supplemented by Pinterest and the campaign will also be played out in digital out-of-home for the first time.

"Unusual perspectives in photography and design in combination with strong claims and stylish outfits will make the campaign an eye-catcher and underline the modern character of the BRAX brand," says Marc Freyberg.