(The Creation of the week) “Everything is good without the pig”, new campaign from La Vie – Budgets > Agencies

Insight

La Vie, a leading brand in the plant-based charcuterie sector, is entering the screens with a shocking film.

Device

Buzzman signe the first thriller film from the veggie brand. After having seduced fans of lardons, bacon and plant-based ham, La Vie is moving up a gear. For the first time, the brand speaks through a film. The opportunity to recall his promise: offer gourmet plant-based alternatives that bring consumers together around pleasure, while respecting health, the planet and our animal friends. The daring film depicts a situation that will make even the most seasoned veggies tremble. An epic duel is taking shape : a man enjoys a sandwich generously garnished with ham, under the intense gaze… of a pig. The tension rises, glances are exchanged, the suspense is at its peak accompanied by cleverly chosen music. A real face-to-face meeting takes place. Then, the shock: everything is plant-based. The film’s production process was particularly difficult due to the need to work with a real pig. This posed many challenges in terms of management and respect for the animal cause, requiring around a year to finalize the film. Despite these challenges, the “La Vie” brand is committed to defending the animal cause and pigs, treating this subject with seriousness and responsibility.

Objective

Awareness campaign and recruitment of a new target, who discover a plant-based alternative to tasting traditional charcuterie.

The opinion of Julien Doucet, creative director of Buzzman agency

“Buzzman has signed all of Life’s poster campaigns for years. This is the brand’s first appearance on TV and in the cinema. Very quickly, we had to get closer to L214, an association which defends animal welfare, to be irreproachable. The Breton owner of Léon, an adopted pig, was kind enough to have her animal rotate in the advertisement, both feet on the table, sitting on a chair. The brand’s message aimed at charcuterie eaters is to say “look, we have something which is almost identical to charcuterie, which is not, but which provides just as much pleasure”, even if the core tough of La Vie Remain Vegan consumers. What is interesting in the film is to film the cruelty of a ham eater in front of a pig, even though it is vegetable. The consumer is trapped and in the end, we relieve this tension by saying, “Relax, it’s veggie!” We wanted to show to what extent we don’t think about animal abuse when we eat a ham, or the consequences for the animal. But now there are alternatives. Since the beginning, humor has been in the DNA of La Vie. The face-to-face between man and animal remains tender, thanks to the touch of the director, Nalle Sjöblad, which features an amusing game of looking.”