The King and Queen Attend British Brands Showcase in France

King Charles III and Queen Camilla on Friday attended a showcase of UK culture and business in Bordeaux, the largest public-facing moment of their first state visit to France. 

Produced and delivered by UNLIMITED & Pablo on behalf of the GREAT Campaign and British Embassy Paris, the event celebrated the Franco-British relationship and the best of UK culture and business.  

Over twenty companies, including Paul Smith, Tyrrells and Chez Delphine, showcased products, whilst La Maison du Whisky and Fever-Tree combined French spirits and British tonics, and renowned chef Ken Hom delivered a live cooking demonstration. Live music was also provided by talent from both sides of the Channel, with emerging artists Caity Baser, I am Stramgram, tyroneisaacstuart, Rianne Downy and Bilbao Kung Fu, all performing. 

The festival also incorporated elements of the GREAT Campaign’s ‘Les Royaume Des Audacieux’ (The Audacious Kingdom), including Le Studio des Audacieux (The Store of Audacity), a pop-up exhibition showcasing the audacious and creative spirit of the UK, including 3D street art and virtual reality. The pop-up will be travelling to Lille this weekend, after visiting Marseille and Bordeaux. 

This campaign, also created by UNLIMITED & Pablo, celebrates the UK as a nation of audacious non-conformist creators, trend-setters and innovators. It was kicked off with The Audacious Run, where ultramarathon runner Jake Barraclough ran from Rugby to Paris, over 281 miles in just 11 days to celebrate 200 years of rugby.  

Event delivery was handled by TMW Unlimited’s Live Experiences team in collaboration with network partners, Serviceplan France. 

UNLIMITED’s Human Understanding Lab underpins all agency work, keeping unique data and technology-driven insights at the centre of every campaign.

Kate Taylor Tett, acting director, GREAT Britain & Northern Ireland Campaign said, “This event was an important element of a very successful State Visit, celebrating the strength of the Franco-British relationship and providing an opportunity to showcase the best of UK culture and business. We are now looking forward to delivering the next phase of our new campaign in France, which challenges perceptions of the UK by showcasing a nation of audacious trendsetters, innovators and creators”.  

Tim Bonnet, president, UNLIMITED said, “The breadth and variety of the work we do for the Cabinet Office allows us to show our truly integrated, multidiscipline offering with our Human Understanding at the heart. What an honour to be involved in the King’s first state visit to France. It’s not every day you get to support the promotion of the UK alongside the King and Queen with some of the most iconic and up-and-coming British brands and talent.” 

Harriet Knight, managing director, Pablo added, “We are really proud to deliver the next iteration of this bold and exciting campaign that challenges perceptions of the UK. It’s been a wonderfully collaborative project for us, with a brave and restless client who has pushed us to be as disruptive as possible during every stage of the creative process.”