Badoit, the iconic French sparkling water brand, is back with a new campaign developed by BETC. The campaign highlights Badoit’s new brand identity, which was launched last year, with the new strapline “Bubbles of joy since 1778,” recalling the vocation of the brand since its beginnings. The campaign includes 45″ and 30″ films which will be broadcast from March 10 to 30, and a national poster campaign from March 12 to 19.
For the new Aigle spring-summer 2013 collection, we have designed a new visual following on from the campaign which started last autumn. The campaign is based around the concept of family portraits, but of families that are close to nature, so close that even an animal can become a fully-fledged member of the family. After the bear that got a lot of attention last winter, this time it is a baby seal who becomes a part of this new Aigle family by the seaside.
For the launch of the new Peugeot RCZ sports coupe, we have developed a new global campaign including (film, print and online) with the strapline “Catch the Thrill”. Directed by Philippe André (who also directed BETC’s TV ad “Toys” for Peugeot that won a Gold Lion in Cannes 2004) the film focuses on the car’s elegance and speed: so fast that it can’t even be caught on film. The second part of the campaign will be an interactive online experience which will be launched at the end of February.
To celebrate Diet Coke’s 30th birthday in 2013, we are bringing back the Diet Coke ‘hunk’. This exciting new ad will kick off celebrations for the brand’s landmark anniversary through an integrated campaign based around the ‘Sparkling Together for 30 Years’ strap line. Created by BETC London, the new ad (which will air on TV from March) entitled ‘The Gardener’ will introduce a new generation of women to the hunk with the action still set to the iconic Etta James track, ‘I Just Want To Make Love To You’. For many, the ‘Diet Coke Break’ is the most iconic advertising moment of the 90s. It first aired in 1994, starring a hunky construction worker, who kept a group of admiring women in an office glued to their window at 11:30am. The series continued and evolved, with fresh incarnations in 1997 and 2007 and now 2013.
Lacoste’s new campaign, created by BETC Luxe, extends the Lacoste woman spirit launched in 2012 and pays tribute to the brand’s Unconventional Chic universe. With these 3 new visuals for the Spring/Summer 2013 collection, Lacoste is affirming its contemporary edge. From February 2013, the new collection will appear in 4 retro games (Pong, Memory, Breakout and Pacman) revisited by the brand on www.lacoste.com
The Victimes and Citoyens association is a member of the French National Council for Road Safety and has been working since 2004 to raise awareness of the dangers of the road. The organisation, which traditionally has focused on direct action, wanted to affirm its commitment against drinking and driving among young people through a print, radio and poster campaign developed by BETC. The prints play with the idea of the kitschy neon signs of dodgy nightclubs. A closer look reveals that the signs read “The Pole”, “The Wall”, “The Tree” and “The Rail”… hardly desirable destinations for a driver. The message is strong and clear: “Don’t let alcohol drive you to the wrong place”.
4 years after the launch of the new Loto in 2008, the Française des Jeux has launched a new campaign developed by BETC with the sense of humour which has become an integral part of the Loto image. Loto is the game of chance which made the most millionaires in France with 47 winners in 2011. This new campaign uses this statistic with a counter that changes as the number of winners increases. This tongue-in-cheek campaign draws attention to the “problems” of wealthy people: although they are happy, they encounter the little everyday worries of the rich.
For Universal Children’s Day, UNICEF France has launched a national advertising campaign to raise awareness among the general public of the avoidable death of 7 million children each year. BETC has created a movie that appeals to our conscience so as to raise awareness and encourage donations. The film revolves around a strong message: “When a child dies, we say that they go to Heaven. When 7 million die, it’s called Hell.”
The French underwear brand Le Slip Français is a start-up that is committed to the “Made in France” label. For their first film campaign they collaborated with BETC to produce an ad that reflects their 100% French, quirky and subversive spirit. The film is one of the first productions of the BETC Startup Lab. As Clarisse Lacarrau, head of development of the BETC Startup Lab and Deputy Director of Strategic Planning for the agency, explains, “The Startup Lab aims to make the brands of the future faster and stronger, while respecting their DNA and the spirit of these new entrepreneurs.”
With its new “Music in the Sky” iPhone application developed by BETC, Air France Music is inviting iPhone users to grab music that is hidden in the clouds and to build up a playlist. Each destination will have different tracks to discover. To celebrate this launch, new tracks by Francois & The Atlas Mountains, Eugene McGuinness, Villagers, Melody’s Echo Chamber or Tomorrow’s World will be released. Finally, several times a year, the application will allow users to win unreleased tracks, concert tickets or even air tickets by discovering games hidden in the sky. “Music in the Sky” is downloadable for free on the Apple Store.