BETC Paris Takes a Different Approach to the Selfie Craze

Last month French home improvement store Leroy Merlin, with the help of BETC Paris, launched a new campaign in France to re-establish its position as the country’s leading DIY store. The campaign, noted for its modern and positive tone, consists of 4 films, most notably  "Selfie", a fresh twist on the photography fad. 

In their first campaign with BETC, the French brand uses "Selfie" to demonstrate the sense of satisfaction and pride that comes from a job well done. The spot is a spin on the latest ad trend, as we realize the main subjects of the selfies aren’t those taking the photos, but rather the home improvement projects behind them. 

Moreover, as we see through the diversity of people in the campaign - young, old, male, female -  we discover that, thanks to Leroy Merlin, virtually anyone can take on a home project just as easily as they can snap a photo. With the tagline "you can be proud" Leroy Merlin congratulates its customers. 

Credits

Agency: BETC 

Agency Management: Bernard Buono Vincent Reynaud-Lacroze Loren Hecker 

Executive Creative Director: Stéphane Xiberras 

Creative Directors: Eric Astorgue (AD), Jean-Christophe Royer (CR) 

Copywriter: Paul Delmas 

TV Producer: David Green 

Production House: RITA 

Producer: Michel Teicher, Elodie Andurand 

Sound Producer: Capitaine Plouf 

Directors: Blacktool Brieuc Dupont & Clément Langlais