Finalist
Creativity In PR
Best Use of Events and Stunts
| Entrant: | BETC, Paris |
| Brand: | Distance |
| Title: | "Rob It To Get It" |
| Corporate Name of Client: | Distance |
| Client Account Directors: | Guillaume Pontier/Lionel Jagorel |
| Agency: | BETC , Paris |
| Chief Creative Officer: | Stéphane Xiberras |
| Copywriter: | Corentin Salignat |
| Art Director: | Jeremy Treccani |
| Agency Account Executives: | Damien Clanet/Mathieu Laugier |
| Production Company: | Soldats, Paris |
| Director: | Victor Sellier |
| Executive Producer: | Pierre Cazenave |
| Producer: | Thomas Duchene |
| Cinematographer: | Fyras Slaiman |
| Head of Production: | Laurianne Metais |
| Sound Design Company: | GUM , Paris |
Description:
Athletic customers were tired of being deprived of exclusive items because of the sportswear hype. So, as an engaging response, we launched a new instore exclusive access that only rewards true runners.
For one day, we allowed and invited our customers to steal items from our store. But under one condition: outrun our security guard who was in fact Mickael Zeze, the fastest French sprinter.
This unique instore experience turned customers into challengers and gave them the opportunity to prove their skills by racing against one of the best runners while getting reward for their performance.