BETC: Bouygues Telecom repairs the breaks life brings

There used to be a joke that the mark of becoming an adult was having a phone that didn’t wear the cars of having been dropped. The humour was short-lived; cracked phones are simply irritating. And let’s be honest, youthful exuberance isn’t the only reason that phones get broken.

It turns out that one out of three clumsy French people doesn’t necessarily think of bringing their smartphone to a repair shop when it’s damaged. That is an incredibly low number, especially when you know that extending the life of a smartphone by one single year reduces its carbon footprint by 30%.

So French telco, Bouygues Telecom, has created the Sustainable Smartphone Solutions for its clients, to extend the lives of their smartphones. It’s a program built around four propositions: trade-in, recycling, refurbished smartphones and repair. Any Bouygues Telecom subscriber will be able to repair their smartphone at a discount rate up to two times per year.

BETC has created the campaign to get people to repair rather than replace – a story that runs from love at first sight to growing family documented by a phone that meets with a number of accidents in the process. The drama of watching falls in slo-mo and Alicia Keys’ soulful hit, Fallin’, underline the film’s message.

The campaign film, directed by Vellas and produced by Frenzy, is running on French TV.

Credits:

Brand: Bouygues Telecom
Brand Managers: Tanguy Moillard, Anne-Laure Dreano & Salome Lhote

Advertising Agency: BETC
Executive Creative Director: Stephane Xiberras
Creative Director: Olivier Aumard
Art Director: Jonathan Baudet-Botella
Copywriter: Olivier Mille
Musical Creative Director: Christophe Caurret
Strategic Planner: Alexandre Ben-Soussan
Account Management: Mathieu Laugier, Sophie Roberts & Andrea Jeanroy
Traffic Manager: Nathalie Sanseigne
Creative Producer: Sebastien Lintingre