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.
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.