BETC is beaming after an incredible week at the festival, which has culminated in a Lions Grand Prix win for its film ‘Crocodile Inside’ for Lacoste.
Here, Aurélie Scalabre and Olivier Aumard, Creative Directors at BETC, explain why the film was such a hit at Cannes, and what it feels like to take home the top prize.
Congratulations on your Grand Prix! What does it feel like to win?
It is wonderful news. We were expecting a high level of competition with a festival that covers 2020 and 2021. The film already received some success in other competitions so we hoped that it would be similar with the Cannes Lions… but winning a Grand Prix goes beyond our expectations. Crocodile Inside joins films that would inspire anyone to do this job and that have made a mark on the history of advertising, including Gorilla (Cadbury), Smell Like a Man (Old Spice) and Write The Future (Nike). It is awesome.
Tell us a little bit about this campaign, why do you think it connected so well with the jury this year?
The year that we all went through definitely helped the message of the film resonate even harder. By showing an argument between a couple and the capacity that they have to overcome challenges just by premeditation felt true for millions of couples that had to go through all this during these unprecedented times. What was the story of a couple in 2019, has become an universal story. The music of Edith Piaf also contributed to make this film iconic and timeless.
It’s been a wonderful year at the festival for BETC so far, how does that recognition impact the agency?
What it says is that it is often the long-term collaboration between brands and agencies, that has a higher chance of producing great work. And BETC is notorious for that. We tend to partner with brands for longer periods of time.
How will you and your team celebrate?
We will celebrate the big win in Pantin with all the team that worked on this project that took us a lot of time and then we will celebrate with the whole agency. We can’t wait.
What are some of the trends that you feel are dominating at Cannes this year?
First, the confirmation of the usefulness of brands. Whatever the size of the brand or the market that they are in, brands contribute positively to society. Campaigns that bring real solutions and bring answers to a concrete problem are standing out more than ever.
Another trend is definitely gaming. It is here to stay. Gaming used to be only on the margin of brand activations a few years ago. Now, all over the industry, brands have learned to use the codes of gaming to take advantage of all the possibilities that it offers and reach new targets with great impact.