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TitleThe Couch
Title (original language)Le canapé
Campaign Be Proud
Advertiser Surfrider Foundation
Brand Surfrider Foundation Europe

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Date of First Broadcast/Publication Subscribers Only
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Type Print
Executive Creative Director R...n .e Subscribers Only
Executive Creative Director J...e C....ño Subscribers Only
Creative Director
Copywriter ..o F...a Subscribers Only

About Y&R Paris

Nous avons hérité nos initiales et cette philosophie de nos deux fondateurs : John Young et Raymond Rubicam.Ils ont posé les bases de la publicité moderne en expliquant dès les Années 30 que les agences ont un devoir auprès de leurs clients, celui de challenger les conventions établies. Il s’agit d’être imaginatif, inventif et innovant. Ne pas suivre la pensée commune.Ces mots sont plus que jamais d’actualité. Nous devons à nos clients d’être en état de perpétuelle réflexion et « d’agitation intellectuelle » afin de leur proposer une vision différente. C’est la vision que nous partageons au quotidien avec l’ensemble de nos collaborateurs. 

Latest News

Boursin® to organize “The Heist of the Century” with Young & Rubicam Paris!

Boursin (the Bel Group) and their agency Young & Rubicam Paris have decided to put on a “marvelous spread” for the end of the year.

By means of a new European campaign – launching in the UK as of December 1st, Boursin intends to reach high and wide in reaffirming its So French vision of pleasure, where elegance and indulgence go hand in hand.

In this new chapter from the Boursin advertising saga, Young & Rubicam and Bel have made the bet and distanced themselves from the usual standard codes of the food industry, and are now taking us away in a real action film where the hero is none other than then inimitable Boursin cheese.

Directed by Markus Walter (Iconoclast Productions), the film’s intrigue centers around four characters – each as eclectic and mysterious as the other – that above all, are determined to leaving nothing chance when enjoying their Boursin, always according to the rules of the art.

It’s a deliciously breathtaking story, embodied by a cast worthy of an “Ocean Eleven” movie with an original music score composed by Matthias Biermann, and a transcendent Boursin inspired by Jean Poisson’s camerawork.

This is a manner in which Boursin can display its difference – with the audacity and humor that distinguishes the brand. And above all, to remind all epicureans that every detail counts when it comes to pleasure, in particular, Boursin pleasure… As it is concluded in the new international brand signature “Pleasure is très serious!”

The campaign – supported by an ambitious media campaign during the end-of-year holiday season – will be comprised of a main film in various formats (60”, 40”, 30”) for cinemas, TV and displays, as well as 4 short formats of 20” to allow spectators to follow each of the characters.

The first airings are planned for the UK and Holland on December 1st, and on French screens as of December 7th. 

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