Although delicious and for any time of day, Boursin was seen as a special occasion cheese – wheeled out at Christmas and parties. After securing the prestigious sponsorship of the 9pm Film on Film4, Boursin tasked us with establishing the cheese as a desirable, relevant evening treat snack.
And how do you talk to movie lovers about the idea of snacking on cheese while watching movies? You make a movie of course. We created a series of sponsorship idents that were scenes from a movie about a Parisian couple who like nothing better than eating Boursin while watching movies. Speaking in their native tongue, and looking as cool as you’d expect characters in a French movie to look, Audrey and Alain entertained us with their intensely deep and meaningful musings on movies, relationships and life in general. “Sometimes,” contemplates Audrey while munching on a Boursin covered cracker, “I feel like an extra in a film about me.”
Nodding to the heritage of the brand, the idents were a witty homage to French art house cinema that pricked the bubble of the pretentiousness at the heart of the French movies we know and love. They also built on the classic Boursin strap line: ‘Du pain, Du vin, Du 9pm Film sponsored by Boursin.’.
The sponsorship of the 9pm Film on Film4 will run for 12 months, with new idents launching throughout the year.