Havas and Boursin make a splash

Spring has sprung and with it l'après-ski! Havas Creative Canada is behind the latest ad campaign for Boursin. The campaign reflects the dream setting we all envision for the occasion a truly perfect après-ski! Not only is it warm and cozy, but it is also full of appetite appeal and cheerful. L'après-ski will never be the same.

Havas Canada helped Boursin redefine L'après-ski by transforming a well-known ski chalet into a true après-ski experience in just one day, before even the skiers had made their last descent. 

After a few runs, skiers discovered their transformed chalet, where DJs, food, and celebrations were the stars, with Boursin taking centre stage as the cheese that brings people together and creates memorable moments with friends. 

A vintage ski poster-style advertising campaign supports the activation, offering a nod to traditional après-ski, complemented by contextual advertising on-site and an online presence featuring delicious recipes perfect for après-ski.

For Boursin, embedding itself in new consumption moments is a strategic priority in Canada. By analyzing winter trends, the brand identified après-ski as the perfect opportunity—an iconic moment of the Canadian winter, offering the ideal setting for a touch of Boursin to elevate the experience. 

"The Boursin brand has been built around bringing people together and the joy of sharing moments. Skiing, and inevitably après-ski, an essential part of Canadian culture, was the perfect opportunity to introduce Boursin and elevate the experience, creating a new 'Boursin moment' that resonates with the brand!" 

Marie-Eve Robert, VP of Marketing & Sustainable Development at Groupe Bel

The national campaign, developed by Havas Creative Canada in collaboration with Spark Foundry, and the NATIONAL Public Relations Agency executed a playful media relations campaign, sending personalized product packages to journalists across the country to encourage convivial moments.

Havas & Havas Creative Canada
Havas Creative Canada is part of the Havas group. Founded in 1835 in Paris, Havas is one of the world’s largest global communications groups, with more than 23,000 people operating in over 100 markets and sharing one mission: to make a meaningful difference to brands, businesses, and people. To meet the needs of its clients, Havas has developed a seamlessly integrated strategy and operating system, Converged, fusing all its global expertise, tools and capabilities, to create, produce, and distribute real-time, optimized, and personalized marketing solutions at scale. With inspired human ideas at the heart of this unique model, supercharged by the latest data, technology and AI, the teams work together with agility and in perfect synergy within Havas Villages to provide clients with tailor-made solutions that support them in their positive transformation, including Havas Creative Canada. Further information about Havas and Havas Creative Canada is available at www.havas.com. 

Bel Group Canada 

Bel Group Canada Inc. is a subsidiary of Bel Group, a world leader in branded cheeses and a major player in the healthy snack market with distribution in nearly 120 countries. Created in 2005 to boost the development of the Group's activities in Canada, the subsidiary now employs 250 people, including 95 at its headquarters in Montreal, contributing to the Group's mission of providing healthier and more responsible food for all. Its brands Boursin® and The Laughing Cow® are produced under subcontract in Canada with local partners and Babybel® is produced at the company’s plant in Sorel-Tracy, Quebec. Bel Canada Group also owns MOM Group, makers of GoGo squeeZ® fruit pouches based in Toronto. To learn more, bel-canada.ca or groupe-bel.com. 

Creative Credits

Brand: Groupe Bel
Senior Brand Manager, Boursin: Laurent Fouctière
Brand Manager, Boursin: Émilie Garceau,
Assistant Brand Manager, Boursin: Florence Lessard
Community Management & Consumer Service Coordinator: Nadia Bran
Brand Director, Boursin: Julie Chrétien-Proulx
VP Marketing & CSR: Marie-Ève Robert
Gestionnaire Senior, Communication Marketing Intégrée: Sébastien Labelle

AGENCY
Agency: Havas Creative Canada
VP, Creative: Jack Latulippe
Creative Director: Alex Beland
Copywriters: Alex Dinet, Athul Domichen
Art Director: Audrey Gaucher
Illustrator: Charles Palluau
VP, Strategy: John Pankert
Strategist: Kate Gaudrault
VP, Accounts: MJ Bourque
Account Director: Abigaëlle Perras-Yu
Account Coordinator: Mathilde Ponton-Côté
Producers: Catherine Ducharme, Sandra Corbeil

PRODUCTION
Production House: Parade Studio
Producer: Guillaume Dubois
Production Manager: Erika Bellhumeur
Director: Jérôme Binette
Cameraman: Bryan Allie
Art Direction: Studio TB
Caterer: PittNik

Post production: Parade Studio 
Coordinator: Cynthia Galarneau
Offline: Éloi Arsenault 
Online: Alex Fréchette 
Color: Alex Fréchette

Sound: Parade Studio - Pierre-Olivier Rioux

MEDIA
Media Agency: Spark Foundry
Group Account Director: Valérie Jolivet
Manager Media Planning: Frédérique Légaré-Grondin
Senior Media Planner: Axelle Gougeon

PUBLIC RELATIONS
PR Agency: National
VP Account Services: Chantal Benoît
Senior Advisor: Maude Samson

No doubt makes non skiers unite to plan crashing that après-ski party! Great campaign.