Autumn 2015 marks a turning point in the history of the lifestyle fashion brand GANT. In collaboration with BETC, GANT is repositioning itself with a global advertising campaign that goes back to its roots on Ivy League university campuses and its iconic product, the button-down shirt.
Unveiled on 3 September, this worldwide campaign includes a film and a gallery of five outdoor visuals that will be featured in the press, outdoor, in cinemas, in stores and on social media throughout the autumn and right through to 2016. The film shows life on prestigious Ivy League university campuses back in the 1950s, from highflying political and artistic ambition and civil rights demonstrations, to partying, sport and love stories. The print campaign celebrates five former Ivy League students with remarkable careers, each of whom has changed the world in their own way. Five very different personalities united in their attachment to the iconic GANT shirt.
• Tracy K. Smith, winner of the Pulitzer Prize for Poetry. Poet and educator. (Harvard, 1990–1997)
• Jennifer Staple-Clark. Founder of Unite for Sight. Supporting eye clinics in the developing world. (Yale, 1998–2003)
• Natvar Bhavsar, Painter. Pioneer of colorfield painting. (University of Pennsylvania, 1961–1965)
• Mark Plotkin, Ethnobotanist and President of The Amazon Conservation Team. A non-profit organization dedicated to preserving South American rainforests. (Yale, 1979–1981)
• George Weiner. Founder and CEO of Whole Whale. A digital agency that leverages data and technology to increase the impact of nonprofits. (University of Pennsylvania, 2001–2005)
To announce the Cube S, the new 100% wifi decoder by Canal+, we developed a new campaign in the tradition of the sci-fi blockbuster trailer. This new film brings the power of the new Cube S to life with an epic inspired by the great classics of the sci-fi genre.
How does a small French underwear brand with no money launch in the US? If you’re Le Slip Français, you turn to KickStarter. We helped the brand to build a story around the universal image of the “French lover”. Enter Léo, a mannequin who falls in love with Sherry, a Californian (plastic) beauty. The two meet during Paris Fashion Week and it is love at first sight. But soon, Sherry is taken back to L.A. To reunite with his beloved, Léo turned to Kickstarter: he needs $30,000 to open the first Slip Français shop in L.A. and be reunited with his sweetheart.
How do you get Americans to invest in a plastic mannequin’s Kickstarter love story, for a brand they’ve never heard of? You send him on a crazy road trip across the US to meet people, garner media attention and raise awareness of the Slip Français brand. In a way, the love story became a metaphor for this small French underwear brand’s big American dream. People invested in the project by buying the limited collection on KickStarter to help Léo, and followed his adventures on his Facebook, Twitter and Instagram accounts.
He reached the Kickstarter target and the L.A. pop-up store was a success: Le Slip Français earned a lot of attention in the American media. But what about Léo and Sherry, did they end up living happily ever after? Watch the road movie to find out.
For this new poster campaign, “Little big baby”, BETC and evian have created a set of twins. This print campaign is unique with a side-by-side presentation of two posters. In the first, we see the legs of an adult with a bottle of evian and in the second, which is an extension of the image, a baby’s upper body and head: a “before and after” treatment that spans several generations. A sleepy surfer, a girl in a deckchair, a bather sitting in a rubber ring, or a diver on a rock: whatever our age, aren’t we all just big babies in the end?
Today, more than 300 million people use an ad blocking extension on their web browser to remove annoying ads on the Internet. D&AD decided to take a creative approach to the challenge and came up with an alternative solution: The Ad Filter. Created and developed by BETC, the Ad Filter plug-in blocks boring ads and automatically replaces them by D&AD winners.
As Olivier Apers, Creative Director at BETC Paris, explains “We wanted to demonstrate that people don’t hate advertising, they just hate bad advertising.” Install the plug-in and enjoy a daily dose of great ideas without even having to think about it: www.dandad.org/en/ad-filter
For the 5th annual International Anti–Street Harassment Week (12-18 April), BETC and the French organisation Stop Harcèlement de Rue (End Street Harassment), created a very special application. “Hé” is a French version of the “Yo” app, a huge success in the US, which allows users to send simple interactions to their contacts. At first glance, “Hé” looks much the same as “Yo,” but in fact the app has a specific functionality – once a user adds themselves to your friend list, you’ll begin to receive messages simply saying “Hey.” The interactions seem innocent at first, but then become more frequent and more aggressive. The only way to make them stop is by deleting the user who is “harassing” you. When you do, the message Stop Harcèlement de Rue (End Street Harassment) appears on the screen, accompanied by the message: “Today you got away, but for many people street harassment is an everyday problem.” The user is then directed to the group’s website where they’ll find a list of concrete strategies for tackling street harassment.
The activist organisation Stop Harcèlement de Rue was founded in 2014, with the goal of raising awareness of this “everyday sexism” which is too often downplayed. The group aims to offer concrete solutions to all those affected by the issue. Aiming to reach as many people as possible as quickly as possible, this operation seeks out those who may not yet be aware of the dangers of street harassment in the most intrusive way imaginable: by hijacking their smartphones.
Yves Rocher has announced the opening of its first concept store, designed by BETC Design. This unique venue was designed to express the qualities and promises of botany engineering. The store is inspired by the ambition of one man, Yves Rocher, a botanist, harvester, manufacturer and retailer. The 450 m2 space tells the unique story of the Yves Rocher brand and its unusual destiny.
BETC Design, in collaboration with the architectural firm Beckmann-N’Thépé, have designed an urban refuge based on the diversity of nature, full of intelligence and surprises.
French audiences usually have to wait for up to a year for a series to come out on TV after it launches in the US. To put an end to all this waiting, Canalsat will broadcast 27 series on French TV at the same time as they come out in the US.
Canalsat and its agency BETC have created a new campaign, “The Battle” for those that don’t like to wait. Based on a warrior in an epic American drama series trapped in slow motion as it waits for its French release, the ad announces the French launch of Season 5 of Game of Thrones on Canalsat, simultaneously as it comes out in the US.
Air France is launching its new advertising film “France is in the Air” from 8 March 2015. Created by BETC, the ad conveys both the company’s openness to the world and its pride in offering a unique French travel experience; one with elegance, inventiveness and humour.
The film is directed by the duo “We are from LA” who, despite their Californian name, are masters of the “French Touch”: Clément Durou and Pierre Dupaquier. With a remix of Glass Candy’s Warm in the Winter as a soundtrack, the film features the best of France: positive, caring and inspiring.
The film will be broadcast in France and five other countries (United States, Brazil, Japan, China and Italy) on TV, in cinemas, on digital media and on social networks (including Vine for the first time). With “France is in the Air”, Air France is reaffirming its idea of travel: a special, evocative and enchanting moment.
One of the world’s first department stores, Le Bon Marché continues to set the pace with an ongoing series of artistic projects. For its latest campaign designed by BETC Luxe, the group has invited renowned English photographer Martin Parr to create a series of images on the shopping emporium.
The “Vu au Bon Marché” (Seen at Le Bon Marché) campaign was unveiled on March 2nd to mark the opening of the store’s new footwear department. Posters will also go up in the metro and at bus stops and newsstands across Paris. Designed as a saga, the Vu au Bon Marché and Vu à La Grande Epicerie (“Seen at the Grande Epicerie gourmet food hall”) series of photographs by Parr will spotlight key moments at each store throughout the year.