BETC Euro RSCG: Sci Fi channel campaign

Paris-based agency BETC Euro RSCG took an unusual approach in its new campaign to raise awareness of the Sci Fi channel in France with this integrated campaign incorporating ambient, radio, press, film and online

Ten alien ‘children’ were placed across eight French cities, with fans encouraged to search for them by following clues placed on a website and on radio ads. Flyposters were used to advertise the website around the towns. “We aimed to create an emotional link between the brand and consumers who aren’t necessarily fans of science fiction,” say creatives Benjamin Le Breton and Arnaud Assouline who came up with the idea.

Each alien-child found earned the rescuer a reward of €500. Once nine of the figures were located it was revealed that the tenth had been placed in an orphanage, where it could be interacted with via a website and a page on Facebook.

CD: Stéphane Xiberras.
Production co: Quad 
Director: Reynauld Gresset.
findscifi.fr


 

More from CR

Onitsuka: Product Makes Model, Makes Ads, Makes Art, Makes Product

More evidence of the “new” advertising: the centrepiece of Onitsuka Tiger’s marketing over the coming year will be a meter-long model of a trainer-shaped mini-city created using Rapid Prototyping technology. The model appears in a commercial and in print ads, but copies will also tour in an exhibition and be made into promotional merchandise. Plus – and here’s where it gets really Ad2.0 – Onitsuka is going to bring out a range of trainers based on the model later this year…

CR Redesigned

If you pick up a copy of the March issue of Creative Review, out this week, we hope you’ll notice something a bit different about it: We’ve had a redesign.

Gap’s Sound of Color

Ryan Ebner’s film for Marié Digby’s track Paint Me In Your Sunshine, based on the colour yellow
What is the relationship between sound and colour? It’s a question pondered by psychologists and artists over the centuries, and now, finally, Gap clothing has also entered the debate with their latest project, The Sound of Color.
A branded content campaign which aims to launch Gap’s brightly-coloured Spring 2008 collection through non-traditional means, the Sound of Color saw the clothing company, in conjunction with San Francisco-based production company Rehab, approach five bands and ask them to write a song based on a specific colour. The Blakes, a Seattle-based Indie band, took blue; Dntel, a member of the band The Postal Service, took on red; hip-hop artist/producer Swizz Beats was given green, singer/songwriter Marié Digby yellow, and The Raveonettes opted for black and white.
Once the songs were complete, they were then given to five directors who were asked to create videos to accompany them. While they were requested to reflect the colour associated with each track in their films, the directors were otherwise given a free rein to create the films however they liked, without consultation with the musicians.

Senior Creative Designer

Monddi Design Agency

Head of Digital Content

Red Sofa London