Candy had run no advertising in France in 2000 and 2001 and had no plans to do so for the following year. So Mediaedge:cia realised that unless it came up with something really outstanding the brand would gradually sink into oblivion. The 'rescue team' created an overall plan based on the second series of Le Loft (the Gallic version of Big Brother) and brought the creative agency on board when it was time to shoot the commercials.