Ibis plays stoic host to BETC’s crazy pop band

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.