Heetch and BETC open all gates of Paris ring road With rapper Kool Shen

Porte d'Ivry, Porte de Clichy, Porte d'Italie - the gates of the ring road that connects Paris and the suburbs often have a negative reputation. To those who are unaware of their crucial role within the metropolis, they are simply described as "ugly," "dirty," or "too far away." However, on a daily basis, these gates facilitate millions of residents from the Paris region to commute, gather, and travel, or simply go from one point to another.

With over 80% of its trips originating from or heading to the suburbs, Heetch is the ride-sharing app that travels through all these gates and understands them better than anyone. For this reason, the brand is honoring them and launching an uplifting, dedicated campaign to showcase these often-misunderstood environments. The goal is to demonstrate that these gates have a primary purpose: to allow all the different communities living behind them and on either side to connect.
 
“This film is in line with the launch of our ‘Proud sponsor of the suburbs’ brand platform, where each film, each activation must present the suburbs in a new light. Here, we're using a powerful symbol, the ring road that separates Paris Intramuros from all the surrounding suburbs. The gates that make up the ring road are worlds, opportunities and chances to be seized... It's this openness that Heetch aims to embody,” explains Olivier Aumard, Executive Creative Director, and Mathieu Laugier, General Manager of BETC Paris.
 
The campaign, conceived by ad agency BETC Paris, was directed by Laura Marciano in collaboration with ASWAN. And to tell the story of all these gates and the people who cross them every day, Heetch called on a rap legend in the person of KOOL SHEN. His voice, recognizable to all fans of the genre, is set to a beat inspired by a 90s hip-hop classic, produced by SULLY SEFIL.
 
“Last year, we attacked the media's treatment of the suburbs, but this year we wanted to get closer to the field, to our business: our driver partners and customers pass through these gates every day. Reminding everyone of the role they play in creating social links, far from caricatures, is a poetic but also almost political way of reminding people of our role as a brand,” explains Renaud Berthe, Chief Marketing Officer of Heetch.

Brand: Heetch
Brand Managers: Renaud Berthe, Hector Gruyer, Benjamin Sousa
Ad Agency: BETC Paris
Agency Managers: Mathieu Laugier, Aude Devaux, Theophile Geslain, Lara Lefort
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Art Director: Romain Touze
Copywriters: Olivier Mille, Rafael Berdugo
Music Creative Director: Adam Ghoubali
Strategic Planners: Etienne Averseng, Bilel Mahjoub
Creative Resources Coordinator: Nathalie Sanseigne
Head of TV Production: Karim Naceur
TV Producers: Sebastien Lintingre, Arezki Ahcene
Director: Laura Marciano
Production Company: ASWAN
Producer: Horace de Gunzbourg
Photographer: Cyril Gaborit
Sound Companies: More Than Watt, Kizamess, GUM
Illustrator: Martin Richard
Post-Production Company: Poster
Voice-Over: Kool Shen
Music Composer: Sully Sefil