DELSEY PARIS: Designed To Move You
VML redefines travel with DELSEY PARIS through three immersive campaigns celebrating movement, from daily urban commutes to distant horizons.
Tipiak: Pirating the Everyday
WITH VML, TIPIAK SHAKES UP THE APERITIF WITH ITS ICONIC BIGOUDÈNES!
- Office
- France
- Client
- TIPIAK
How do you reinvent a legendary advertising saga without losing its soul? For French food brand Tipiak, VML did the unthinkable: we took their beloved, traditional Breton grandmothers (the Bigoudènes) and threw them out of an airplane. By blending extreme sports with modern culinary trends, this bold new campaign proves that breaking routine and sharing delicious moments is a thrill open to every generation.
Bringing a legendary French advertising saga back to the forefront is a task that truly commits us as an agency. Few brands can boast such a remarkable achievement: celebrating heritage by reinventing it with boldness and panache.
For decades, Tipiak’s famous Bigoudènes have been the ultimate symbols of French culinary heritage, authenticity, and quality. However, in a rapidly evolving food landscape, traditional brands face the risk of becoming dusty relics of the past rather than active choices for today's consumers. VML was tasked with a double challenge: celebrate and protect this invaluable brand heritage while radically modernizing it. We had to fight against the cozy monotony of the everyday French aperitif routine, proving to a younger, trend-conscious generation that Tipiak is the ultimate catalyst for spontaneous, modern, and exciting social gatherings.
The breakthrough came when we looked at the Bigoudènes themselves. These women have always represented uncompromising standards and fierce independence. We realized that true audacity doesn't mean forgetting your roots—it means using your experience to fearlessly embrace the future. If these traditional icons could step completely out of their comfort zones, they could inspire all of France to do the same. The insight was simple: to pirate the everyday, you have to start with what’s on your plate. By pairing high-adrenaline stunts with modern kitchen tech like the Airfryer, we bridged the gap between timeless heritage and contemporary youth culture.
VML launched a spectacular three-part film saga that reimagines France's most iconic trio like never before. In the premiere episode, our beloved grandmothers don’t just walk into the kitchen, they dive headfirst off Breton cliffs in wingsuits, risking everything for the ultimate thrill: making it back in time for the aperitif. The adrenaline-fueled action seamlessly transitions to a warm, modern gathering featuring freshly baked cheddar-bacon savory cookies straight from the Airfryer. By combining extreme sports, humor, and mouth-watering recipes, the campaign turns Tipiak into the ultimate shortcut to exciting, shared moments.
By transforming the Bigoudènes from passive guardians of tradition into active seekers of thrills, VML successfully shook up the aperitif category. The campaign successfully bridged the generational gap, introducing Tipiak’s culinary expertise to younger, Airfryer-loving foodies while keeping older loyalists thoroughly entertained. This bold reinvention proved that heritage brands don't have to play it safe to stay relevant; by injecting a dose of high-flying madness into the everyday, Tipiak has reclaimed its spot at the center of the modern French table, inspiring millions to break their routines and share a laugh.
