BN is a patrimonial french brand of biscuits, that has just totally changed its recipe and packaging in order to compete with the leader of the category. The idea of the campaign is to claim this difference, using in each film a competitive rational advantage leading to a societal benefit.

A professor demonstrates with non sense that the new BN have no artificial hydrogenated fats, so if everyone eats BN, we can plug the hole of social security. BN. There's good in being different.