Addict Aide Film, Digital Laurence’s Secret by BETC

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Laurence’s Secret

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Industry Against alcohol
Media Film, Digital, Interactive & Mobile
Market France
Agency BETC
Executive Creative Director Stephane Xiberras
Art Director Rayhaan Khodabux
Copywriter Rémi Campet
Production Francine Framboise
Director Arthur Cemin
Released February 2018

Credits & Description

CLIENT: ADDICT AIDE
Link: https://www.addictaide.fr/lese...
CLIENT MANAGEMENT: Michel Reynaud, Amine Benyamina
AGENCY: BETC
AGENCY MANAGEMENT: Catherine Emprin, Isabelle Picot
EXECUTIVE CREATIVE DIRECTOR: Stéphane Xiberras
ART DIRECTOR: Rayhaan Khodabux
COPYWRITER: Rémi Campet
TRAFFIC: Marie-Caroline Pupin, Morgane Tresal
PRODUCTION STUDIO: Francine Framboise
PRODUCER: Stéphanie Huguenin
Place / Partner: Escape Lab
Game designer: Alexis Moroz
Director: Arthur Cemin
Set design: Vincent Dizien & Christophe Bonnet
Film Editor: Manuel Guillon
Graphic designer: Pierre édouard Joubert
Post production: RITA & FIRM
Post producer: Clément Lesgo
SOUND PRODUCTION: GUM
ACTIVATION STRATEGY: Julien Leveque, Charlotte Jacquety
Published: February 2018
Synopsis:
It’s the year of 2009, at 14rue du Maine in Paris, in the apartment of a woman named Laurence.
The main character isn't athome. Equipped with Polaroid cameras, guests were invited to examine herapartment thoroughly and photograph any relevant evidence in order to discoverLaurence's secret. Signs of a struggle, a suspicious red stain on the carpet, ablood-stained toothbrush, coffee beans in her handbag.... What happened here?
During a month, BETC and Addict Aide invited over 7000 people to come and visit a reconstruction of Laurence’s apartment, follow clues and try to discover her secret, thanks to an Escape Game concept.
Not one of them was able to reveal Laurence’s secret.
No, Laurence is not a murderess, a KGB agent or a vampire. BecauseLaurence is not a fictional character. The truth is something quite different,yet just as troubling. In 2009, Laurence Cottet was a wealthy woman who had a good career with a senior position in a large French company.
But Laurence was an alcoholic.
In 2016, the "Louise Delage:like my addiction" marketing operation publicized the platformaddictaide.fr, an internet portal which centralises support resources foraddicts. Once again, AddictAide, its agency BETC and the production studio FrancineFramboise tacklesthe taboo of alcoholism in women, by demonstrating through aone-of-a-kind immersive experience that it's difficult to spot the signs of alcoholismin someone close to us.
Unlike the story of Louise Delage, a fictional character created tohighlight a case of social yet photogenic alcoholism, Laurence's story is true.She invites us behind the scenes of her life and tells us her story: herstruggle in everyday life as a chronic alcoholic woman, embodied in her formerapartment, which has been carefully reconstructed with her own furniture andclothing from the time.
Laurence has now recovered and with Addict Aide she wants to bring ahopeful message: alcoholism is neither a weakness nor an inevitability, it is adisease that can be treated, for those that are ready to accept that they needhelp.