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.
For Valentine’s Day, Leroy Merlin and BETC Shopper decided to help couples renovate their relationship. Because painting a house is not just about picking up a brush: working on a home together is always an adventure. After all the doubts, hesitations, shouting matches and giggles, there is this wonderful and amazing thing that we sometimes forget: the feeling of having created a home together.
Aigle’s « It’s Wild Out There » saga continues with a new spring/summer campaign developed by BETC. A young couple on a rooftop dominates its territory while admiring the view : a genuine moment of urban escapism. This campaign shot by Marcus Ohlsson will be in print, on posters, shop windows and the web in both Europe and Asia.
For the latest Canal+ film campaign, BETC is back with another funny, dramatic and epic, film. “Unicorns” celebrates the broadcaster’s talented screenwriters and original programming of series, documentaries and fictions, created by and for Canal+. Over the years, Canal+ has established itself as a producer of original content including The Returned (Les Revenants), Spiral (Engrenages) and Braquo. Produced through Parisian production house Soixante Quinze, the film is directed by Matthijs Van Heijningen, who also was behind The Closet and The Bear. With the tagline « We love making up stories » the film goes back to biblical times with Noah and his ark, revealing a side of the unicorn that we don’t usually associate with the mythic creatures.
For its latest campaign, Loto has decided to bring a breath of fresh air to the draw with its agency BETC by focusing on emotional rather than material gains, showing the richness of feeling that comes from winning the draw. Built on the classic theme of the road movie, with a new version of the classic rock track “Born to be Wild” by Steppenwolf, the video follows two young office employees on their lucky day. Combining the epic and the humorous, the ad seeks to bring the French public a little moment of joy.
Over the last 10 years, the number of prisoners in France has leapt from 47,000 to 68,000, proving that prison is no longer an effective way of dissuading crime. Overpopulation, lack of rehabilitation, boredom, mixing short and long-term sentences: these are some of the many reasons for which over half of prisoners in France have become repeat offenders: 59% of prisoners reoffend within 5 years of release, the highest rate in Europe.
The French organisation Ensemble Contre la Récidive (Citizens Against Recidivism) is leading the struggle to end recidivism in France, and to ensure that, for prisoners, the first minute of incarceration is also the first minute of rehabilitation. The organisation’s new awareness campaign, developed by BETC, is a fable that shows how the conditions of prison life can quietly and radically transform those who serve time.
The Philharmonie de Paris opens in January 2015. This new monument of the Grand Paris project, designed by Jean Nouvel, will host the Orchestre de Paris and symphony orchestras from around the world as well as musicians of all different styles and genres. To mark the opening we have created a campaign based on a single word: ouverture. In French, the word translates into both ‘overture’ and ‘opening’, symbolizing everything the Philharmonie de Paris represents: musical productions, as well as an opening of minds and senses.
The campaign includes press and posters and a 30″ film for TV and cinema. The sleek and stylish pictures, taken by Brigitte Neidermair, reveal nothing, acting instead as an invitation to discover music in a different way. The campaign will run from December 2014.
Canal+, France’s premium subscriber channel for movies and sports, kicked off the French football season with a new campaign created by BETC, featuring their new tagline “Making Sport Bigger is Our Sport.” The film illustrates the channel’s football passion and expertise by showing just how far its cameramen are willing to go to capture the most spectacular images from the best matches of France’s Ligue 1, the Champions League and the Barclays Premier League.
Thirty years after the 205 GTi, Peugeot is reinterpreting the legend with a radical new version of the 208 GTi. This was the perfect opportunity for Peugeot and its agencies BETC and Havas Düsseldorf to revisit one of the brand’s most iconic films: 205 GTi and the bomber, directed by Gerard Pirès. The project was entrusted to the filmmakers’ collective, the Andy’s, who delivered a spectacle which matches the sportiness of the 208 GTi 30th. The launch of the film is accompanied by a digital programme that will build on the experience of the film (making of, bonus scenes, movie posters, photos, videos etc.). Throughout the campaign, the hashtags #GTiLegend and #Peugeot will bring together comments on the campaign.