La Croix - it's not exactly what you believe - (2016) :30 (France)

Euro BETC have been doing quite well this year with a lot of good work. This ad shows us a monk-like man in sandals and a brown hooded robe, as he falls down on his knees. It's not what you think though, and neither is the daily French general-interest Roman Catholic newspaper La Croix. Battling the pre-conceived notions about their newspaper, La Croix turns it on its head.

La Croix published in Paris and distributed throughout France. It's not explicitly left or right on major political issues, rather adopting the Church's position. However, La Croix ought not be confused with a religious newspaper—its topics are of general interest: world news, the economy, religion and spirituality, parenting, culture and science.

The tagline probably works better in French, but he idea is solid and I can see it done for many different topics. Sports, cooking, entertainment, etc. Very campaignable idea.

Agency : BETC Paris
Agency Management : Catherine Emprin, Baptiste Lerousseau
Strategic Planning : Alexandre Ben-Soussan
Executive Creative Director : Stéphane Xiberras
Creative Director : Damien Bellon
Art Director : Nicolas Prado
Copywriter : Clara Lafuente
Production House : RITA
Producer : Elodie Andurand
Directors : Blacktool
Production manager : Jean Davi
Post Production : RITA/ LEILA GESLAIN
Sound production : Labo/LGM