It’s the year of 2009, at 14 Rue du Maine in Paris, in the apartment of a woman named Laurence.
The main character isn’t at home. Equipped with Polaroid cameras, guests were invited to examine her apartment thoroughly and photograph any relevant evidence in order to discover Laurence’s secret. Signs of a struggle, a suspicious red stain on the carpet, a blood-stained toothbrush, coffee beans in her handbag….
What happened here?
For a month, BETC and Addict Aide invited over 7000 people to visit a reconstruction of Laurence’s apartment – in real life or online, 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.
Laurence is not a murderess, a KGB agent or a vampire. She is not a fictional character. The truth is simpler and sadly, closer to home. 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.
Laurence’s Secret follows on from BETC’s 2016 campaign for Addict Aide, Louise Delage: like my addiction.
The trio, Addict Aide, BETC and production studio, FrancineFramboise, are again tackling alcoholism in women, with an experience that demonstrates how difficult it is to recognise the signs of alcoholism in someone close.
Unlike the story of Louise Delage, who was a fictional character created to highlight how alcoholism can hide in social media, Laurence’s story is true. She invites her audience behind the scenes of her life and tells her story revealing the clues that exist in her apartment.
Laurence has now recovered and with Addict Aide is helping the campaign to bring a hopeful message, that alcoholism is neither a weakness nor an inevitability, it is a disease that can be treated, for those that are ready to accept that they need help.
Executive Creative Director: Stéphane Xiberras
Art Director: Rayhaan Khodabux
Copywriter: Rémi Campet
Agency Management: Catherine Emprin & Isabelle Picot
Traffic: Marie-Caroline Pupin & Morgane Tresal
Production Studio: Francineframboise
Director: Arthur Cemin
Producer: Stéphanie Huguenin
Location Partner: Escape Lab
Game Designer: Alexis Moroz
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
Client: Addict Aide
Client Management: Michel Reynaud &Amine Benyamina