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Magia continua in 4GTV+!

Urmăreşte “O poveste încâlcită: Serialul”, doar pe Disney Channel, in 4GTV+ Să fii Prinţesa Coroanei nu este deloc simplu, iar lucrurile devin mereu încâlcite pentru Rapunzel. Descopera noile aventuri ale lui Rapunzel incepand cu 2 octombrie, ora 17:00, numai pe Disney Channel, în 4GTV+.

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BETC Introduces Joon, Also an Airline

Joon and its story
Joon is the new generation travel experience by Air France! Joon is an airline that breaks with convention, goes beyond the airport gates and is inspired by the new expectations of travellers to offer a total travel experience. At Joon, the catering offer includes organic dishes, the entertainment is in tune with the times and it will even take care of your car while you’re away! Joon is an identity created by Air France together with the expertise of brand design agencyBrandimage and a 100% digital advertising campaign designed by BETC.  

Joon is electric blue!
Joon, is a simple and optimistic name. Joon is above all a colour, the electric blue (pantone2736C) that we’ll see wherever our customers may be, from the aircraft livery to the seats and on Joon’s staff uniforms. With its chic sportswear look, Joon’s flight attendants’ uniform is inspired by its customers and reflects the spirit of the company. The uniform is made up of classic and modern garments, with slimline trousers, sneakers, redesigned sailor stripes and a sleeveless quilted jacket. Impossible to mistake it for another airline, Joon is unique!

 Joon, also an airline
For an airline unlike any other, it needed an original and unique advertising campaign. This was the challenge for BETC. Joon is a fashion brand, a rooftop bar, a personal assistant, a TV channel on demand, and oh ... Joon does flying too! “Joon, also an airline” is embodied in a100% digital communication campaign: #weflyjoon.

A social media side will be gradually unveiled throughout the year, launched with ambassadors-influencers who embody the spirit of the brand at each of its five European destinations (Barcelona, Berlin, Lisbon, Paris and Porto). Each one will unveil its best tips to discover the city off the beaten track. The campaign will then take over to further enhance the travel experience and ensure Joon’s position as a total travel partner.

“We wanted to create a direct, friendly and authentic brand. The choice of this electric blue immediately illustrates this strong identity. All these elements, this innovative spirit, are portrayed in a film that introduces Joon’s brand territory. It depicts two flights attendants representing the fun spirit of the ‘Joon, also an airline’ experience. The soundtrack is by electro pop group Blanche Palace” explains Caroline Fontaine, Global Brand VP at Air France.


CREDITS BRAND JOON (Air France)BRAND MANAGEMENT Caroline Fontaine, Frédéric Praca, Benoist Eraville, Claire Morlon, Myriam IssaadAGENCY BETCAGENCY MANAGEMENT Bertille Toledano, Tiphaine du Plessis, Brune Failliot, Marie Lequime, Kim Jacovidis, Almire BrosseronCHIEF CREATIVE OFFICER Rémi BabinetEXECUTIVE CREATIVE DIRECTOR Ivan BeczowksiCREATIVE DIRECTOR Margot HelfterART DIRECTOR Hugo Cals, Antoine MontesGRAPHIC DESIGNER / WEB DESIGNER Samy GhoumaneCOPYWRITER Julie MartinJUNIOR COPYWRITER Charles BarraudSTRATEGIC PLANNING Sébastien Houdusse, Vincent Colonna CesariSOCIAL MEDIA PLANNER Constance BonardiTV PRODUCER Sandy Semelin, Blandine VivesPRODUCTION COMPANY RITASOUND PRODUCTION GUM PRODUCTION : RITA FILMSDirector : Jérémy CharbitProducer : Elodie AndurandD.O.P : Axel CosnefroyProduction designer : Audrey MalécotChoreographer : Cathy EmatchouaMusic : Studio : Gum – Artist : Blanche Palace « Sometimes »

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New Hornitos Tequila Campaign, created by the community, Shows the Value in “Taking a Shot


Cross-cultural creative agency the community/la comunidad has launched a new digital campaign for Hornitos Tequila that highlights the extraordinary things that can happen when people have the willingness to “take a shot.”

Entitled “A Shot Worth Taking,” the campaign celebrates the brand’s history as a shot-taking, boundary-pushing brand, inspiring fans to adopt this same mentality. The campaign includes online video advertising, social media content, and OOH executions, as well as television advertising slated to launch in 2018.

The campaign features several real-life shot takers identified and selected through their own crowdfunding pages. Hornitos provides each individual with financial support, in exchange for the digital media spotlight, as they take their so-called shot in life. The group includes aspiring Mexican-American hip-hop artist Zairah, who Hornitos moved from Alaska to Los Angeles so she can pursue her dreams. Other real-life spotlights are shined on drag show producer Marc Singer, Hollywood stuntman Kyle Williams, as well as aspiring denim fashion designers Phillip Landrum and Phil Lee. Sara Alize Cross, a former fashion industry professional who took her own “shot” by switching her career to filmmaking, directed the campaign, while the community/la comunidad created and produced the digital and social media campaign



Team Credits
Agency: the community
VP, Executive Creative Director: Rodrigo Butori
Associate Creative Director: Marcelo Padoca
Associate Creative Director: Fernando Reis
Sr. Copywriter: Aaron Zimroth
Sr. Art Director: Aaron Willard
Copywriter: Lyndsey Stormer
Art Director: Juan Aguilar
Group Account Director: Mattia Nicadanno
Account Supervisor: Jessica Patino
Account Executive: Alaina Zuniga
Account Coordinator: Paola Rodriguez
Director of Planning: Tyler Witkin
Junior Planner: Jennifer Alonso
Director of Digital: Andy Amendola
Senior Digital Strategist: Maryam Hosseini
Executive Producer: Laurie Malaga
Producer: Lucia Riquelme
Manager of Creative Services: Mariana Sokolowski

Brand: Hornitos® Tequila
VP World Whiskey and Innovation: Malini Patel
U.S. IMC Lead: Jeanette Cutler
Sr. Brand Manager: Beth Krigel
Associate Brand Manager: Kelsey Gallagher


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UEFA Nations League Brand Identity Unveiled

The new UEFA Nations League brand identity has officially launched with the UEFA Nations League homepage going live on UEFA.com. UEFA’s new tournament is the first national team competition to follow a league format in which all 55 UEFA member associations will compete against equally-ranked opponents in a race to win promotion to a higher league. The teams in League A will compete for a place in the UEFA Nations League Finals. The 4 group winners will play each other in two one-leg semi-finals. The losers will face off in a third place match, while the two victorious teams will play in the final, which will eventually crown the UEFA Nations League winners. The compact format, in which any match can be decisive, makes for a dynamic competition where no team can afford to lose its focus. In the UEFA Nations League, every game counts. This is a vibrant tournament and this forms the basis of its identity, with all the colours of the national flags of the 55 competing nations included. A brand that, like the competition itself, is always in motion and this is represented through triangles - moving up and downwards – which underline promotion and relegation with constantly changing shapes. The competition logo forms the heart of the brand identity: a flag that represents all 55 nations with the four leagues that make up the competition and participating countries moving up and down between the leagues. The design concept has been developed in collaboration with the Lisbon-based creative agency Young & Rubicam Branding.Hélder Pombinho, Creative Director at Y&R Branding, said: “Our approach to this logo was totally new – asking ourselves if no one had ever invented a logo until 2017, what would it be like? And the answer was that it would be something dynamic rather than static, and which could follow the emotions of the matches and their outcomes. We’re rather proud of the result and can’t wait to see how fans connect with the new brand.” Pedro Gonzalez, Managing Director at Y&R Branding, said: “UEFA handed us a big task when they asked us to create this logo. We believe we’ve delivered something that is going to work really hard for them and which will give football fans all over the world a real connection to this new tournament.”UEFA Nations League - Brand Story VideoCREDITS: Creative Director - Helder PombinhoGraphic designers - Bernardo Neves and Mariana LancastreBrandvoice - Sofia Moutinho and Ana PessanhaManaging Director - Pedro GonzalezProject Manager - Inês Batuca and Carina MotaAgency producer - Vasco Pamplona and Estela Rocha

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Harry Dean Stanton Remembered in Uncovered Lost Footage

Great Guns pays tribute to the king of character acting with unscreened D&AD-winning Guess TVC footage

Great Guns pays tribute to legendary actor, Harry Dean Stanton, who passed last Saturday, by sharing unscreened footage of the star. Upon hearing the sad news, the production company uncovered a hitherto unscreened five-minute version of the 1996 Guess ‘Cheat’ TVC from their archives.

Starring Stanton, Juliette Lewis, Traci Lords, and Peter Horton, ‘Cheat’ won over 84 global awards, including four D&AD pencils. Stanton flexes his trademark hangdog charm in the spot, playing a private investigator who stops at nothing to trap his prey. Lewis plays his beautiful, Guess-clad decoy.

Refreshing for its time, the 90” version of ‘Cheat’ (written by current CCO of Ogilvy Memac, Paul Shearer, and his then partner Rob Jack) plays out like a sleek, branded content film and is largely credited as being one of the first pieces of ‘advertainment’. When Guess’ ECD and Founder Paul Marciano saw the first cut, he requested that all of the branded product shots be removed, claiming they spoiled the film.

Great Guns’ Owner, Laura Gregory, who was Executive Producer on the spot, remembers working with Director Andy Morahan to track down Stanton at the legendary LA music venue, The Mint. When he heard that Lewis was to the be the Guess girl in the spot, he jumped at the opportunity, saying he’d always wanted to work with the actress.

The previously unseen five-minute version released by Great Guns today, plays out like a short. The offline takes us through the full narrative of the investigation, from Stanton taking the call to Lewis bagging the suspect. Alongside this, Great Guns also uncovered a 15-second teaser film, ‘Sorry’ in which Stanton rehearses the delivery of one word, ‘sorry’, as he drives through LA with the bad news for his client (Lords).

During his six-decade-long career, Stanton collaborated with industry greats such as David Lynch, Ridley Scott, and John Carpenter. His unique talent is immortalised in films such as Cool Hand Luke, Alien, Repo Man, and Pretty in Pink.


Credits
Writers: Paul Shearer and Rob Jack
Director: Andy Morahan
Executive Producer: Laura Gregory
Producer: Clarissa Troop
DOP: Joseph Yacoe
Editor: John Smith
Music: The Blue Hawaiians

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BETC Welcomes Lennie Stern As Head Of Creative And Entertainment Strategies

After having worked for Y&R, DDB and Fred&Farid, Lennie joined entertainment agency Dare.Win in 2015 as Associate Managing Director. At Dare.Win Lennie was in charge of different projects such as Netflix, Ubisoft, Blizzard, Paramount, Fox, Universal, Arte, Warner and Redbull to name a few. Lennie joins BETC as Head of Creative and Entertainment Strategies. She will work with the agency’s clients to help them deploy creative entertainment strategies as well as different types of branded content, brand entertainment, storytelling, product placement, brand endorsement, immersive experience, emotional activation, influencer partnerships and more. Lennie’s work will reach over a wide spectrum – from web-series, concerts and short-films to videogames and probably things you’ve not even heard of yet. Bam.

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