BETC Paris dominates 2017 Mobius Awards

"Timeless," for LaCoste, is a romantic pursuit through generations of beauty, fashion, and train travel.

“Timeless,” for LaCoste, is a romantic pursuit through generations of beauty, fashion, and train travel.

BETC Paris earned Best of Show nods in two categories of the 2017 Mobius Awards, which were announced on February 1.

Founded in 1971, the Mobius Awards is an annual culmination of a review by a jury that spans the globe. Among the academic, entertainment and marketing professionals who judged 2017 submissions is Leo Burnett-Chicago ACD Doug Burnett, a One Show Top 200 Creative Worldwide.

Timeless, a spot by BETC for French clothing company LaCoste, won Best of Show in Commercials. The minute-long short film is a romantic pursuit through generations of beauty, fashion, and train travel.

It begins with a chance encounter in a fog-swept rail station and ends with a shared glance on the Paris Metro. Along the way, a man and a woman play cat and mouse through a chronological montage of train cars and film genres, while the up-tempo score of a single violin intensifies their desire.

The LaCoste style fits right in with every era of couture featured in the minute-long spot.



Like My Addiction, created by BETC for the Paris-based substance abuse prevention service Addict Aide, won Best of Show in Social Media Marketing. The seven-week campaign documents the history of a fake Instagram influencer who gained thousands of fans before abruptly revealing that she was not what she seemed.

At first glance, Louise Delage appeared to be a typical young French young lady with an active social life. Less than two months after debuting on August 1, 2016, she had scored over 50,000 likes by posting a series of strategically hashtagged photos and enlisting the help of a bot.

But, as revealed on her last post, she was in fact a fictitious character created by an advertising agency to show how easy it is to miss the signs of alcohol addiction. The resulting media coverage spanned every continent and created more than a billion impressions.



Mobius President Lee Gluckman will be visiting the cities of the winning agencies to present the show reel and the award. Other Best of Show winners are listed below. To learn more about the Mobius Awards and this year’s winners, click here.


Havas, Paris — Best of Show in Brochure/Book for 2016 Annual Report

Williams Murray Hamm, London — Best of Show-Brand Identity for Aberlour-Pernod Ricard

VML, Sydney — Best of Show-Digital/Mobile for unique use of media with Snaplications

Shenzhen Baixinglong Creative Packaging Co., Guangdong — Best of show Package Design in Food & Beverages for Huanghelou jiu wine box.

Miami Ad School Rio, Rio de Janeiro — Best of Show Student Award for Nivea Soccer Sunscreen (Protect Your Skin With the Same Passion You Show Your Team).