On the opening day of the latest edition of Le Cuir A Paris, the French ‘Conseil National du Cuir’ launched a three-year television ad campaign. The two films, each of 30 seconds’ duration, express the different ‘personalities’ of leather such as garment, footwear, leathergoods, upholstery and safety. The campaign was conceived to promote the value of French leather and its auxiliary industries.

Paul Batigne, president of Conseil National du Cuir (CNC), explained the inspiration behind the campaign: ‘We wanted to bring leather back into the limelight and to celebrate the excellence of French savoir-faire with a new signature ‘Le cuir, vivez-le’.

He announced that the organisation will also be initiating an annual rendez-vous to be known as ‘la journée du cuir’ or ‘leather day’.

The event will be held for the first time on October 25, St Crispin’s day. St Crispin is the patron saint of many professions associated with the leather and footwear industries.

The campaign comes 20 years after CNC’s last ad campaign. Over the next three years, the ad will be shown for two weeks in October, to coincide with St Crispin’s day and then again in February-March.

There has been very little in the way of general advertising in the global leather industry over the years; one example being the excellent Italian ‘Vero Cuoio’ ad campaign to publicise the use of leather soles.

Further information can be found on their website [http://www.lescreateursfrancaisducuir.org]