WORK: New Gant ad campaign pairs stylish looks with unusual phrases

Gant has released an elegant yet witty new poster campaign to promote its AW16 collection, which sees key looks paired with relevant expressions from around the world. The French word ‘boulevardier’ – meaning a stylish man about town – is teamed with Gant’s white shirt, for example, while the Scottish phrase ‘dreich’ – especially dreary weather – promotes the brands layering system for winter. Agency: BETC London