Kapten & Son is celebrating its birthday once again, and this year, the campaign and festivities are moving to the City of Light. With Bruno Gouery as its Parisian Birthday Guide, the established birthday sale is becoming “Le Birthday Sale” in 2026: a tribute to the aesthetics, energy and culture of the French capital, with a twist all its own.
Bruno Gouery -style, humor and versatility
For the campaign, Kapten & Son collaborated with actor Bruno Gouery to produce a total of 17 clips, all directed by Gouery with self-deprecating wit and subtle humor. In the video “Learning French with Bruno,” he playfully translates and explains the French terms for Kapten & Son products — including backpacks and bags. In another clip, pictures are “stolen” in the background, making a clear allusion to the Louvre heist. And of course, the French love of baguettes and croissants also makes an appearance.
In this way, Kapten & Son combines pop culture, humor and Parisian flair to create an attention-grabbing storyline designed with a social-first approach. The campaign gives the brand communication a strong sense of recognition while delivering highly entertaining storytelling.
Paris as the stage – a campaign and celebration inspired by the city
With “Le Birthday Sale,” Kapten & Son is continuing a tradition that has long been a firm fixture in the brand calendar. For the community, the birthday sale is not just a shopping event, but also an occasion for Kapten & Son to create experiences that go beyond a classic campaign mechanic. The brand claim “Be the Experience” comes to life particularly in these special productions, making Paris the central stage this year.
Two days, three locations and the big birthday party at Hôtel Le Marois
The festivities include a rooftop event with a view of the Eiffel Tower, pétanque and fencing in the garden of a vineyard, as well as the grand birthday party at Hôtel Le Marois – an extraordinary Parisian event venue that truly has to be experienced.
About Bruno Gouery
Bruno Gouery is a French actor who gained international recognition for his role as Luc in the hit Netflix series “Emily in Paris.” In addition, Gouery and the ensemble cast of “The White Lotus” received the 2023 Screen Actors Guild Award for Outstanding Performance by an Ensemble in a Drama Series; he played the role of Didier in the show’s second season. He also appeared in the biographical film “Modi,” which premiered at the San Sebastián International Film Festival in September 2024.
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