The extraordinary power of a single-minded idea stripped down to its underwear and described in a few short sentences. Yes, some ads have ‘shocking’ and ‘memorable’ inherent in their subject matter. But BETC knew how to put the brightest spotlight on the material it was given to advertise.

Read its blurb carefully: “In these troubling times for freedom of information (assassinations, repression, censure), Reporters Without Borders (RSB) is taking action with its agency BETC.

“To coincide with the release of its 2014 report of violence against journalists, the RSB is launching a campaign to rally public support and raise awareness for liberty and independence in journalism.

“Inspired by a true story, this new film by BETC depicts a shipping container, one that doesn’t contain merchandise, but, rather, a journalist, imprisoned in the Eritrean desert for the last 12 years.”

Note the words, ‘inspired by a true story.” Now watch the ad.

The filmed launched December 16 with an installation on the Champs de Mars:  a similar shipping container in front of the Eiffel Tower.

Creative credits: 

Agency: BETC

Creative director: Stéphane Xiberras

Art director: Jean-Michel Alirol

Assistant DA: Pierre Orizet

Copywriter: Dominique Marchand

Production house: Rita films

Directors: Johnny Alves & Benjamin Darras (One More)

Producer: Nicolas Marie

Sound producer: Schmooze & la-bo