P(V)RE launches new campaign

P(V)RE, a brand offering ready-made meals inspired by Asian cuisine, has launched a new campaign aimed at redefining lunchtime as a moment of pleasure. The initiative seeks to shift the perception of quick meals from a routine task to an enjoyable experience.

Campaign developed by 87seconds Creative

The campaign was developed by agency 87seconds Creative following a call for tenders. The creative process involved selecting the best ideas from multiple submissions to craft a unique and compelling message.

Aesthetic and artistic direction

The campaign features a raw aesthetic with photographs taken using film. The artistic direction includes spontaneous framing, blending a retro and contemporary universe to create a visually striking and emotionally engaging experience.

Deployment through digital out-of-home advertising

The campaign will be deployed through digital out-of-home (DOOH) advertising in the stations and subways of Île-de-France and Lille. This will activate a total of 408 screens for two weeks, with an estimated 3.75 million impressions reaching commuters and city dwellers.

Social media presence on Instagram

The campaign also includes a presence on social media, specifically Instagram, where five sponsored videos will be posted. These posts aim to target five million impressions, further expanding the campaign's reach and engagement with a younger, more digital-savvy audience.