Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Can You Decipher This Escape Room's Dark Secret?

BETC Paris follows up on 2016's 'Louise Delage: Like My Addiction' with the poignant true story of Laurence Cottet

Can You Decipher This Escape Room's Dark Secret?

It’s the year of 2009, at 14 rue du Maine in Paris, in the 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?

During a month, BETC and Addict Aide invited over 7000 people to come and visit a reconstruction of Laurence’s apartment, follow clues and try to discover her secret, thanks to an Escape Room concept.

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

No, Laurence is not a murderer, 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 publicised the platform addictaide.fr, an internet portal which centralises support resources for addicts. Once again, Addict Aide, its agency BETC and the production studio Francine Framboise tackled the taboo of alcoholism in women, by demonstrating through a one-of-a-kind immersive experience that it's difficult to spot the signs of alcoholism in someone close to us.

Unlike the story of Louise Delage, a fictional character created to highlight a case of social yet photogenic alcoholism, 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 that are ready to accept that they need help.

Client

Advertiser: Addict Aide

Clients: Michel Reynaud, Amine Benyamina

Graphic Designer: Pierre édouard Joubert

Creative Agency

Copywriter: Rémi Campet

Art Director: Rayhaan Khodabux

Executive Creative Director: Stéphane Xiberras

Traffic : Marie-Caroline Pupin, Morgane Tresal

Production Company

Production Company Name: Francine Framboise

Director: Arthur Cemin

Producers: Stéphanie Huguenin

Production Designer: Vincent Dizien & Christophe Bonnet

Offline

Editor: Manuel Guillon

Post Production / VFX

Post Production Company: Rita & Firm

Producer: Clément Lesgo

Music

Sound Design: Gum

Category: Corporate and social , Government

Genre: People , Storytelling