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.
In 2011, 122 women died as a result of domestic violence in France. The French women’s rights organisation Ni Putes Ni Soumises (NPNS) is pushing to raise awareness about this issue. BETC Paris is a long-time partner and supporter of NPNS and as part of our pro bono work we created the latest print campaign “Bruises” for the organisation. The visuals, which at first glance appear to be abstract fine art photographs, reveal an important message as each one of them tells a tragic individual story of deadly domestic violence. The campaign was launched throughout France in advance of the International Day for the Elimination of Violence against Women on November 25th.
Roche Bobois, the French high-end furniture brand, has launched a new film created by BETC and distributed in France since November 3 and in more than 30 countries in 2013. “Jubilation” illustrates the brand’s new communication platform “L’Art de Vivre by Roche Bobois”. With a soundtrack mixing baroque influences with an electro beat, the film shows a gang of elegant young women transforming an eighteenth century living room into a very contemporary and sophisticated Roche Bobois interior.
BETC Music presents the new film “Few Words” produced by the freerider Candide Thovex and by Quiksilver. The film follows Candide Thovex around the world through a series of extraordinary images filmed by the athlete himself. The soundtrack of the film, supervised by BETC Music, includes Asaf Avidan, The Shoes, I Break Horses, Miike Snow, Team Ghost, Rone, Friendly Fires, and more. For the premiere on October 20 in Paris, with Candide Thovex in attendance, more than 2,700 spectators came. A new date should be organized shortly to allow fans to see this unique film. More info on the upcoming premieres on facebook.com/fewwordsfilm
Cow & Gate, the baby feeding brand, has launched a new campaign, devised by BETC London and spearheaded by the TV ad, ‘Supergroup’. In August 2012, Cow & Gate invited UK parents, via its Facebook page and mummy blogger relations, to put forward their children as the potential faces and personalities of its new campaign. The resulting TV spot brings together a group of curious little ones who were set free to explore a music recording studio. Thanks to the miracles of the edit suite, out of the midst of this cacophony, a tune emerges, Dexys Midnight Runners’ ‘Come On Eileen’. The campaign is built around the idea that, beyond developmental milestones, what matters most about the early years is to ‘Feed Their Personalities’.
For Fall/Winter 2012 Lacoste L!ve has launched a new, highly graphic collection. After New York, where the brand introduced three young talents, Lacoste L!ve moved to Montreal to discover two artists who were given carte blanche to create a work specially for the “Unconventional Talent” campaign co-created by Nurun and BETC Luxe. The multi-talented designer Julien Vallée has created an installation for the background of the BETC Luxe print campaign. Meanwhile, the group Cosmetics produced a song, “Breathless,” which is streaming for free on the brand’s SoundCloud page.