Verisure
Reinventing Verisure.fr
VML's digital expertise transforms Verisure's online presence, driving growth and building trust in connected security.
Read Case Study 
The Brillant Clash
A fake feud turned Sun into France’s most talked-about dishwasher brand.
Client
- Unilever
Office
- France
The objective was clear: to create brand preference for Sun while appropriating our core product benefit of shine. We wanted a modern, creative campaign capable of reaching younger people who are less inclined to traditional media. Judging by the reactions of the people exposed, we've achieved our goal.
Bruno Barros
Marketing Manager, Unilever
We set the foundations of the clash and planned the key stages, then took popcorn and let people build the rest live. I'm very proud of the team, on both the agency and Sun sides, and of Dany of course for seeing this original idea through to the end. And I think, as Bruno says, that people's reactions are indicative of Sun's audacity.
Adrien Mancel
Executive Creative Director, VML France
How do you get people talking about dishwasher tablets? Especially a younger audience that couldn’t care less. Sun needed to make “brilliance” talkable again, not just claimed.
We hijacked the product promise by turning it into a fight. Literally. French crooner Dany Brillant sues the brand for using his name. Then drama, memes, debate naturally followed.
We staged a fake legal feud across Instagram, TikTok, and traditional media. No media spend. Just narrative. The story ended with a surreal peace deal and a limited pack claiming: “3x more Dany Brillant.”
+70M impressions, +355% engagement. A new cultural moment for the brand — with 92% positive sentiment and record-breaking online love.
Please provide your contact information to continue.
Related Content
Dell Technologies
Finding the Heart in Tech
The Dell Technologies Transformation Story: How VML helped Dell harness innovation to show the human side of technology
Read Case Study