You never quite know what’s going to emerge from BETC Paris, now ensconced in a vast new HQ about the size of an arrondissement. One of the purposes of big is that you can do a lot and here’s an ambitious foray into branded content featuring French rock band Naive New Beaters recovering from a world tour, courtesy of Ibis Hotels.
Who says the French can’t laugh at themselves?
Un tour de force.
MAA creative scale: 8.