In a world where lifestyle communication is based on taste, design knowledge, and mastery of aesthetic codes, Hermès asserts its uniqueness compared to other players in the category by focusing, in this campaign, on the intimate relationship that develops between the owner and their object.

For each campaign dedicated to a particular métier, Hermès instills the spirit of the entire Maison and transforms communication about a craft into a global institutional message. Across all its métiers, what distinguishes Hermès beyond design and fashion is the unique relationship with the object, the common denominator of everything the house creates and crafts.

Since its launch, the Home métier has vastly expanded and become a significant player.

At the dawn of the 2020 health crisis, it was time to truly position the métier and express the uniqueness of Hermès: its exceptional mastery of craftsmanship, its unique relationship to objects. Launched during the pandemic, this campaign echoes the renewed interest for domestic spaces, objects, and intimacy.

Far from being a fleeting opportunistic effect (as the results attest!), the strong growth of the home business has shown that the agency and its client have managed to establish enduring territories that resonate within collective imagination.

Unique and imbued with emotion, the home objects forge a strong connection with our interior, becoming our companions and accompanying us in our daily lives.

The Maison campaign aimed to exalt the place that objects hold in our intimacy through the harmonious relationship we maintain with them.

For both home campaigns and the objects themselves, Hermes and the agency — their long-standing partner — are in a perpetual quest for the right balance between rigor and whimsy.

To establish this territory, we have chosen splendid, wild locations that bear no trace of human intervention. The interplay of shapes and materials also allows us to draw parallels between the artisanal object and nature.

By simply taking the object out of its domestic context, we reveal the intimate connection that remains between humans and objects. The intention: amidst uninhabited and sumptuous landscapes, owners recreate spaces of intimacy through the object, and the campaign all the more effectively conveys the idea of making any place your own, with Hermès.

No data, no targets, only one purpose: express the identity of Hermès through tactical campaigns.

The production of this campaign required several waves of scouting to find unique landscapes: we shot its various parts in Joshua Tree, atop the cliffs of Brittany, on the black sand beaches and tall grass meadows of Iceland. Exceptional talents joined us on these productions: Christopher Anderson as a film director, and photographer Robbie Lawrence for the prints.

No data, no targets, only one purpose: express the identity of Hermès through tactical campaigns.