Context 

For 160 years, the French people have been in a love affair with LU biscuits.

A story so wonderful than in 2012, LU was voted France’s ‘favourite brand’

in front of Danone, Yoplait and Google.

Such a proof of confidence needed an answer. How can we say ‘merci’,

in a way that lives up to the French people’s enormous passion for the brand?

Idea

It all started with a gift to people across France: anyone could get a free photo session with

a professional photographer. Thousands of people took the opportunity.

But there was a twist: for 13 lucky participants, the story didn’t end here. With the complicity of their

loved ones, LU tricked each one of them when & where they least expected it. Gigantic LU-ads featuring

their portraits were strategically placed close to where they lived – giving them a surprise of a lifetime.

The reactions were captured with hidden camera and shared to LU fans as a 100% emotional content.

Results 

. 2 Millions views in 2 weeks

. Engagement rate : +350%