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The Best Work You May Never See: BETC Paris, FrancineFramboise Share Laurence's Secret For Addict Aide

By

Robert Goldrich
Monday, Feb. 12, 2018

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It’s the year of 2009 in the Paris apartment of a woman named Laurence.

The main character isn’t at home. Equipped with Polaroid cameras, guests were invited to examine her apartment thoroughly and photograph any relevant evidence in order to discover Laurence’s secret. Signs of a struggle, a suspicious red stain on the carpet, a blood-stained toothbrush, coffee beans in her handbag.... What happened here?

Over the course of a month, BETC and Addict Aide invited more than 7,000 people to come and visit a reconstruction of Laurence’s apartment, follow clues and try to discover her secret, thanks to an Escape Game concept.

Not one of them was able to discover Laurence’s secret.

No, Laurence is not a murderess, a KGB agent or a vampire. Because Laurence is not a fictional character. The truth is something quite different yet just as troubling. In 2009, Laurence Cottet was a wealthy woman who had a good career with a senior position in a large French company.

But Laurence was an alcoholic.

In 2016, the “Louise Delage: like my addiction” marketing operation publicized the platform addictaide.fr, an internet portal which centralizes support resources for addicts. Once again, Addict Aide, its agency BETC, Paris, and the production studio FrancineFramboise tackles the taboo of alcoholism in women, by demonstrating through a one-of-a-kind immersive experience--chronicled by this film--that it’s difficult to spot the signs of alcoholism in someone close to us.

Laurence’s story is true. She invites us behind the scenes of her life and tells us her story: her struggle in everyday life as a chronic alcoholic woman, embodied in her former apartment, which has been carefully reconstructed with her own furniture and clothing from the time.

Laurence has now recovered and with Addict Aide she wants to bring a hopeful message: alcoholism is neither a weakness nor an inevitability, It is a disease that can be treated, for those who are ready to accept that they need help.

Credits

Client Addict Aide Agency BETC Paris Stephane Xiberras, executive creative director; Rayhaan Khodabux, art director; Remi Campet, copywriter; Catherine Emprin, Isabelle Picot, agency management. Production FrancineFramboise, Paris Stephanie Huguenin, producer. Escape Lab Alexis Moroz, game designer; Arthur Cemin, director; Vincent Dizien, Christophe Bonnet, set design; Manuel Guillon, editor; Pierre edouard Joubert, graphic designer Postproduction RITA & FIRM Clement Lesgo, post producer. Sound Production GUM

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