Euro BETC have been doing quite well this year with a lot of good work. This ad shows us a monk-like man in sandals and a brown hooded robe, as he falls down on his knees. It's not what you think though, and neither is the daily French general-interest Roman Catholic newspaper La Croix. Battling the pre-conceived notions about their newspaper, La Croix turns it on its head.

La Croix published in Paris and distributed throughout France. It's not explicitly left or right on major political issues, rather adopting the Church's position. However, La Croix ought not be confused with a religious newspaper—its topics are of general interest: world news, the economy, religion and spirituality, parenting, culture and science.

The tagline probably works better in French, but he idea is solid and I can see it done for many different topics. Sports, cooking, entertainment, etc. Very campaignable idea.

Agency : BETC Paris Agency Management : Catherine Emprin, Baptiste Lerousseau Strategic Planning : Alexandre Ben-Soussan Executive Creative Director : Stéphane Xiberras Creative Director : Damien Bellon Art Director : Nicolas Prado Copywriter : Clara Lafuente Production House : RITA Producer : Elodie Andurand Directors : Blacktool Production manager : Jean Davi Post Production : RITA/ LEILA GESLAIN Sound production : Labo/LGM
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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