Yes, everyday men have the right to be proud too. Which is why celio celebrates those whom we usually never see in commercials or on magazine covers, with its new brand-signature “Be normal”.
An integrated campaign by Buzzman, available from June 7.

In every book, article or tweet, all we read about is the idolisation of “extraordinary” men – those so-called super heros, who are models we must look up to. But where are the ordinary men, who are never talked about ?

With this refreshing campaign, celio gives them back the role they deserve with a big fashion show, upending the traditional representation of men.

The spotlight is on normal lives. Which we missed so much, and we probably have underestimated. Not so dreamy, but which makes us happy and proud. Proud to be a father, a brother or a colleague you can trust. A somewhat experienced handyman, a party partner or just a solid guy. Proud to be one of those men who don’t lie to themselves, who are comfortable in their shoes, shirt, jeans, underpants… or in whatever they like, as long as it matches with their life, their real life.

The integrated advertising campaign is available from June 7 (with two movies 30 seconds long), in digital and with 3 prints. There was also an event last weekend, when mannequins wearing the “be normal” logo were put everywhere in France.

Download visuals
Download posters



Founded in 1985, celio has become the essential men’s ready-to-wear brand in France while developing its international presence. Each year, in France, 56 million visitors go to stores and more than 15 million visits to the e-commerce site.

With a network of 1,330 stores in 46 countries, including 378 in France, celio offers a wide choice of clothing and accessories for men to meet every desire and every moment of life.

celio has nearly 4,000 employees: women and men from all walks of life, daring employees who see the ever-faster changes in our world as challenges they are keen to meet!


Buzzman, voted “Best International Small Agency of the Year award” in 2011 by Ad Age and “Agency of the year” at the Cristal Festival in 2013 and 2016, “Agency of the year” at the Effie Awards France 2016, “Most Creative Agency” in 2016, “New Model of Creative Agency” (elected by advertisers) in 2017, “Advertising Agency of the Decade” in 2020 at the Agencies of the year Award and “Most French Creative Agency” in 2019 by BVA Limelight consulting, is an advertising agency creating innovative concepts that go beyond traditional advertising.

In 2016, Buzzman created Productman, its innovative products and services creation studio, communicators, and business generators.

Winning for several consecutive years at international well-known festivals (D&AD, Cannes Lions, Eurobest, EFFIE, Clio Awards…) as well as nationals, Buzzman is recognized as one of the most creative agencies in Europe, with clients such as BURGER KING in France, Belgium, Russia and Switzerland, IKEA, Boursorama Bank, Direct Assurance, Hippopotamus, PMU, Mondelez (Oreo, Milka), easyJet, L’Oréal (Puma Fragrances), Little Big Change (ONTEX), Huawei, NRJ Mobile, Jennyfer, Starwax, BMW…


VP – Leader Brand, Marketing-Digital, Tech & Data Damien De Blignières
Head of Communication, Brand image & Media Sophie Delattre
Communication Consultant Chloé Ortiz


President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Art Directors Thibault Picot & Yvonnick Le Bruchec
Copywriters Thibault Picot & Yvonnick Le Bruchec
Business Director Sofiane Ouaddah
Account Manager Julia Marquette
Head of Strategic Planning Clément Scherrer
Strategic Planning Margaux Grenouilloux
Head of Social Media Julien Scaglione
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Head of TV Production Vanessa Barbel
TV Production Isabelle Ménard
Print Production Assya Mediouni
Rights Management Dee Perryman

Production Caviar
Executive Producer Carl Cohen
Post Production Firm
Sound Production Schmooze
Director Benjamin Mege
Photographer Emil Pabon