In 2018, Air won the budget for the French men's fashion brand Jules (Mulliez Group), after a final round pitting the Brussels agency against Parisian Buzzman and Fred & Farid. The brand and the agency initially thought about a radical change in positioning, making Jules' commitment to a better world the cornerstone of its identity and marketing strategy. Here, neither woke nor green washing: Jules walks the talk. The goal is zero waste fashion that is qualitative, sustainable and made to last. And the ambition is to create a movement of men who are conscious, positive, sensitive and ready to change, including their masculinity.