![](https://d9m1iyeq935g9.cloudfront.net/visuels-jd-club-de-ad011583320132.png)
![Proximity](https://d9m1iyeq935g9.cloudfront.net/proxjaune1708096803-logo.jpg)
Réalisation de l'agence Proximity
Lu c'est vous - Proximity - agence Digitale
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%
Informations
- Type de média : Affichage, Ambient
- 1ère diffusion : Juin 2013
- Pays : france
- Date de mise en ligne : 20 mai 2014
Crédits
- Agence : Proximity
- MEDIA : Carat France
- Production Company : Fighting Fish
- Creative Director : Valerie Levy-Harrar
- Associate Creative Director : Audrey Tamic
- Art Director : Matthieu Berthault
- Art Director : Rémi Jamin
- Copywriter : Luc Gesell
- Account Director : Cécile Bitoun
- Photographer : Benni Valsson
Réalisations de l’agence Proximity
![](https://d9m1iyeq935g9.cloudfront.net/visuels-jd-club-de-ad011583320132.png)
![](https://d9m1iyeq935g9.cloudfront.net/slideshow201570192676.jpg)
![](https://d9m1iyeq935g9.cloudfront.net/tuto-serpent-1160x65021579276518.jpg)
![](https://d9m1iyeq935g9.cloudfront.net/header11540473913.png)
Proximity
Film TV : The beat (BBDO Paris)
![](https://lareclame.fr/wp-content/themes/la-reclame/img/communique-default.png)
Proximity
Film, digital, cinema : The wish
![](https://d9m1iyeq935g9.cloudfront.net/capture-decran-2018-09-21-a-1634221537540510.png)
![](https://d9m1iyeq935g9.cloudfront.net/tailsofthesea000121538058591.png)
Proximity
Tails of the sea
![](https://d9m1iyeq935g9.cloudfront.net/kv021538058441.jpg)
Proximity
Exträa HD
![](https://d9m1iyeq935g9.cloudfront.net/kiabi-pe18-print21538061339.jpg)
Proximity