BETC has rolled out a new campaign designed to support the annual fundraising campaign for NGO Reporters Without Borders. The Paris-based agency sees the future - and it is glum. But inevitable.
In the film, children from all over the world are asked what job they would like to do when they grow up. Turns out, a lot of kids want to grow up to become journalists. From torture, to life sentences to death threats, it is all there, but much like any journalist out there, they say it as a matter of fact, distanced from any emotion. When conscience defeats fear. A beautiful ad, which imagines the bleak future journalists will encounter, but being who they are, they keep going ahead regardless of dangers.
The film started airing on TV and online.
Advertiser: Reporters Without Borders
Brand Managers: Christophe Deloire, Thibaut Bruttin
Ad Agency: BETC Paris
Agency Managers: Catherine Emprin, Guillaume Espinet, Damien Clanet
Executive Creative Director: Stephane Xiberras
Art Directors: Jean-Michel Alirol, Pierre Orizet
Copywriter: Dominique Marchand
TV Producer: Isabelle Menard
Production Company: Caviar
Director: Cyprien Clement-Delas
Sound Production Company: Labo
Music Producer: Bruno Billaudeau
Air Date: December 20th 2016