La Vie and Buzzman Launch an OOH and DOOH Campaign Challenging a French Institution

Apr. 23, 2026

Because in France, everything can be questioned… except apero. And especially not saucisson. So naturally, offering a plant-based alternative at that very moment means stepping onto the most conservative turf of all.

Through four visuals with sharp, witty taglines, La Vie™ twists the codes, teases habits, and slips in a simple idea: what if changing didn’t have to mean giving something up?

Discover it from April 22 on the backs of buses and throughout the corridors of the Paris metro.