BETC Celebrates the Collective with BETCollection

And it's already been a few years since BETC became BETCXTALSLPCBFRTVMBBGGWLLLCBRGBPGPGVPLET... A way of renaming an exceptional collective using the initials of all those who make up the agency.

For the end of the year 2024, the agency has gone a step further by turning the name of this collective into a real brand. A label was created using everyone's initials, giving rise to BETCOLLECTION, a collection of pieces as different as the agency's staff. A thousand items of clothing were found, selected one by one, and made even more unique by the exclusive label they carry.

From the selection of the garments to the design of the display and the production of the label, BETCOLLECTION was created with the same exacting standards as the agency's campaigns. The collection of a thousand pieces of clothing that have been found, washed, cared for and personalised is a celebration of the collective around a major creative project.

To share this project, the agency deployed a multi-channel communication campaign: an in-house poster campaign, a video explaining the operation, and the creation of a lookbook of the agency's talents wearing the piece they had chosen.

This first collection resembles all those who make up BETC - all unique, all different, all united in a common spirit, a singular brand.