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Lu c’est vous - agence Proximity


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?


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.


. 2 Millions views in 2 weeks

. Engagement rate : +350%



  • Type de média : Affichage, Ambient
  • 1ère diffusion : Juin 2013
  • Pays : france
  • Date de mise en ligne : 20 mai 2014


  • Agence : Proximity
  • Type d'agence :
  • 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

Film TV : The beat (BBDO Paris)

Télévision & Cinéma

Film, digital, cinema : The wish - Ubisoft

Télévision & Cinéma

Tails of the sea - Krug


Exträa HD - Häagen-Dazs


Le bonheur vous va si bien (BBDO Paris) - Kiabi

Télévision & Cinéma, Télévision

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