BETC: What if your child wanted to be tortured to death when they grow up

If your child told you he or she wanted to be a journalist when they grow up would you be horrified? What if you knew that they would be tortured to death, imprisoned, shot or beaten?

That journalism is one of the most dangerous jobs on earth is appalling.

74 journalists were killed this year in connection with the gathering of news and information. The countries with the biggest tally were Syria, Afghanistan, Mexico, Irak and Yemen.

BETC’s annual campaigns for Reporters Without Borders always shock.

BETC shows that in ads, less is a gobsmack

BETC: War is not a parade

That the agency continues to harness “the extraordinary power of a single-minded idea stripped down to its underwear” in different ways is remarkable.

Credits:

Ad Agency: BETC Paris

Executive creative director: Stephane Xiberras
Art directors: Jean-Michel Alirol, Pierre Orizet
Copywriter: Dominique Marchand
TV producer: Isabelle Menard

Agency managers: Catherine Emprin, Guillaume Espinet & Damien Clanet