Cheetos tasked us with creating a summer campaign to support the brand’s official launch in France. The challenge was to introduce Chester and the iconic “Can’t Touch This” concept to a French audience that wasn’t yet familiar with them.

Fort Boyard is a unique piece of French pop culture, full of quirky characters, physical challenges, and high-stakes fun. It offered the perfect stage to creatively express the Cheetos attitude while tapping into a show that already unites families every summer. The format allowed us to parody iconic scenes in a humorous way, leveraging the nostalgic bond audiences have with the show while making Chester’s mischievous personality feel right at home. It also created the perfect launchpad for media partnerships, giveaways, and high-impact content to build hype around the arrival of Cheetos in France.

We brought the Cheetos world into Fort Boyard with a high-energy, cheeky campaign blending live-action parody and classic show references. We created three short-form videos where Chester Cheetah disrupts iconic moments from the show—like with Père Fouras, Félindra’s “tête de tigre” moment, and Passe-Partout’s key count—each time with the irresistible presence of Cheetos throwing everything off. These humorous twists embodied the “Can’t Touch This” spirit in a way that French audiences could instantly relate to.