Page Jaunes and Sid Lee turned DIY into DDIY for a new viral campaign


After the success of the interactive music video created with Breakbot, PagesJaunes (Yellow Pages) is back with another offbeat viral campaign to once again put the spotlight on professionals.

This time, PagesJaunes turned to Sid Lee Paris to help them take a stand against the Do It Yourself movement and, with a dash of humor, remind us that nobody does it like a professional. To prove their assertion, the the agency created 3 videos of a whole new genre: Tutorials about how to not do it yourself.

PagesJaunes asked 3 of the most followed French tutorial YouTubers to try something new – create their own satirical tutorials wherein they sit idly by while a PagesJaunes professional gives a demonstration of their know-how – the way it should be done if you want the best results.

Each of the 3 shorts, released last week, has its own theme:

  • Beauty specialist Sananas drops in on Jérôme, a Parisian coiffeur, to see how a Hollywood wave is done right.
  • Charles, the host of Fast Good Cuisine, visits Guillaume, a pastry chef, to learn how to make a French wedding cake made of profiteroles.

  • And, finally, Léa relaxes on her sofa while Marc, a painter, creates a mural around her.


The campaign also includes a contest for French users in which they can post pictures of their worst DIY failure and receive prize money to hire a professional of their choice.

Because, for a professional result, nothing’s better than a professional. #DDIY.