11 12 14
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.
10 12 14
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.
10 10 14
Making sport bigger
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.
02 10 14
The legend returns
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.
10 09 14
Life is on
Following a competition for the launch of its new global campaign, Schneider Electric called on BETC Digital and BETC with a clear objective in mind: to become the most engaging energy management brand, in a sector where consumers are not aware of brands as such. The new campaign is based on the idea: “Life is On,” which positions Schneider Electric as an amplifier of home life. The viral film created by BETC Digital and BETC, “Life is On by Schneider Electric, Raccoon dance party!”, demonstrates the “Life is On” concept in the most unexpected of ways … thanks to a band of raccoons.
A new website has also been developed, rethought and redesigned, with a user experience focused on the end user. The new global platform has already been launched in Russia and Indonesia, and will be deployed in eight other countries, including France, by the end of the year.
08 09 14
It’s wild out there
One year after celebrating its 160th birthday, Aigle is back with a new campaign for Autumn/Winter 2014 developed by BETC. For this campaign the brand has moved into Paris, where the desire for nature is all the greater given how hard it is to come by in the city. The new slogan “It’s wild out there” becomes the motto of a new, urban, young generation. An invitation to reconnect with nature through a series of little transgressions, such as walking barefoot on the lawn, hanging birdhouses or taming a stone lion.
29 08 14
After two campaigns developed for “L’Homme” and “L’Homme Sport” this year, our collaboration with Yves Saint Laurent Beauté continues with the launch of the new perfume “Black Opium,” the brand’s new feminine fragrance, a rock n’ roll interpretation of modern addiction embodied by the English model Edie Campbell. In the campaign film directed by Daniel Wolfe, she embarks on an exhilarating quest in search of her perfume through Shanghai. A print campaign, shot by Mathieu César, also accompanies the launch.
24 06 14
For the launch of the Ratatouille attraction at Disneyland Paris, we have come up with a new integrated campaign as a taster for this totally immersive experience. The new Ratbooth application is at the center of the campaign. With your smartphone or your computer, channel your inner rat with the app’s facial recognition system. Customize your coat, build, eye color, sex, accessories and make your friends laugh by sharing your videos and selfies! The Ratbooth app is also accompanied by a poster campaign and a TV spot.
13 06 14
Being the bear
Following on from the Cannes Film Festival, Canal+ is presenting an exceptional series of films. To take viewers further into the world of movies, we developed an interactive online experience allowing you to step into the shoes of the famous Canal+ bear, Paul Bearman and take over your own set. Test your directing skills at danslapeaudelours.canalplus.fr/en
11 06 14
The amazing making of
Following on from the success of “The Amazing Baby & Me 2” campaign for evian (over 25 million views and 1.5 million shares to date), we wanted to give you a little look behind the scenes, so you can see how this particularly “amazing” baby came to life.