We see a man sidestepping through his office never showing his back to his colleagues. As he enters his office we see that he is carrying his child on his back. Cut to picture of Le Parisien with the headline “How to Find a Good Nanny”. Signature Le Parisien For Everyday life.

The campaign was designed to emphasise the addiction that a television series can have in a humorous and light-hearted way… We are all fans of Le Parisien and Prison Break!An extensive communication plan was set up for the first three weeks, with the launch of the operation in a number of formats: television, radio, outdoor, and press.On the day the first issue came out with the DVD, the newspaper carried a Cover Wrap featuring columns made up of text recalling bars of prison. The copy read ‘Prison Break is with Le Parisien’. The trompe-l’œil system made it look like the readers of Le Parisien were behind bars themselves.

Objective achieved: the campaign attracted a new younger readership