If you're from a city on terrorist watch, you're probably familiar with that unsteady, cold-shower feeling you get when you've suddenly turned a corner to discover a bunch of armed soldiers guarding the door you're about to walk into. They're there for protection, sure, but they also become a constant reminder of what could happen. Now imagine you're a kid, and those soldiers are in your school.
We all know a girl like Louise Delage. You've been on Instagram for years and are scraping by with 50 likes on a good day—then she appears on the scene, with her fun little life, and cultivates over 16,000 followers in a few months. In the years following LonelyGirl15, we learned to be wary of that kind of success. Who is this girl, and what does she do? But "personal branding," Instagram stardom and the overall pressure to demonstrate the most photogenic parts of our lives have perhaps blunted our critical knives. Aren't we all stars for somebody? So when Louise Delage arrived on Instagram on Aug. 1, bearing drinks and a cheerful, sun-soaked smile, few wondered who she was. Many assumed she was one more chic Parisian. Maybe she had one of those depressed Instagram husbands whose sole role in life is to capture their muses for an insatiable audience.
Mainstream American marketing doesn't like to touch pornography at all, but this French campaign for pay-cable TV provider Canal+ revels in it—in amusingly offbeat fashion. The agency, BETC, wanted to communicate that Canal+ now has gathered together the best porn content, leaving other providers a bit … empty-handed. So, it filmed mock sex scenes—with real porn stars—but with only one of the two people present.
Lots of Orangina's marketing is about shaking up bottles of the stuff—to mix up the pulp, which makes the carbonated citrus beverage taste better. "An advertising guy told me there was a weakness, and we're going to make a strength out of this weakness by saying, 'The bottle needs to be shaken,' " Orangina's founder, Jean-Claude Beton, said in an interview a few years before his death in 2013. "Television offered an opportunity to shake things." Orangina's most recent marketing coup, though, was not in TV but in packaging.
What's some of the best work you've done this year? And what work from other agencies has made you jealous?
Scenes of fan violence have been quite brutal during Euro 2016, which kicked off in France last week. But McDonald's is doing its part to broadcast a message of peace and unity with out-of-home ads that bring nations together, quite literally.
With less than 100 days to go before the Rio Olympics, Lacoste builds on its "Life is a beautiful sport" campaign with a chic new video called "Support with Style." Created by BETC and its music subsidiary BETC Pop, "Support with Style" follows a troupe of "beautiful supporters" through Paris, whose landscape has been transformed into an eerily empty (and clean!) playground for Rio 2016 stadium seats. The clip reinforces Lacoste's relationship with the French National Olympic Committee (CNOSF), for whom it will outfit all French Olympic teams. The partnership was born in 2013, and will conclude this year (barring an extension of the contract).
Whether you find them adorable, hilarious, creepy—or maybe all of the above—Evian's famous advertising babies aren't going anywhere. And they return today with a splash in a new campaign from BETC Paris that includes a surfing-themed global commercial and North American outdoor ads starring Gigi Hadid.
France is tired of America getting access to the coolest things first. So now it's drawing the line at Game of Thrones. To promote French cable provider Canal+ airing the Game of Thrones Season 6 premiere at the exact same moment it debuts in America on HBO (that's 3 a.m. on April 25 for those en France), agency BETC created a clever outdoor campaign. Each illustrated ad shows something Americans got to enjoy long before the French could, from blue jeans to skateboards. In the second panel of each ad, we see one of the iconic logos from Game of Thrones' most notable houses and the good news that both nations will be revisited by these clashing clans simultaneously.