Agency: BETC Paris


Meta, Official Supplier of the Rugby World Cup France 2023, is bringing its Superfans to life with a multi-channel communication plan designed by BETC Paris. Present on Meta's applications and in the Rugby Village in Paris, the Superfans characters are now arriving on television with a film in a brand new format.

The 2023 Rugby World Cup is in full swing and fans have never been so connected. Superfans, characters developed as part of Meta's activation and bearing the likenesses of the 20 competing countries, have infiltrated social networks and are hard to miss: a Gallic rooster for France, a giant shamrock for Ireland, an Australian wallaby and the famous Scottish thistle embody fan passion and provide a symbol behind which they can rally.

To imagine a creative approach that pays tribute to the fans and their passion, Meta chose BETC for creative development and advertising production. The campaign slogan "Passion is meant to be shared," is inspired by Meta's own platforms, Instagram, Facebook and Whatsapp, where hundreds of millions of fans worldwide come together to share their passion every day. The Superfans AR filters have already been tried out over 50,000 times on Instagram and Facebook.

Today, the campaign has reached a new milestone. Meta and BETC are unveiling a new format TV ad, filmed entirely by smartphone, where the classic TV screen has been transformed into 3 vertical smartphone-style screens. An original format that sets Meta apart from the noisy ad space surrounding this World Cup.

Inspired by the way fans celebrate, the film features content and conversations between eager fans and their Superfan, for an immersive and powerful look that reflects the competition. The Superfans interact with Meta's essential features (filters, stickers, interactions, etc.) and feed off the fans' energy to literally grow.

This professional campaign titled 'Superfans' was published in France in October, 2023. It was created for the brand: Meta, by ad agency: BETC Paris. This Integrated medium campaign is related to the Electronic Devices industry and contains 2 media assets. It was submitted 5 months ago.


Campaign: Superfans
Brand: Meta
Brand Managers: Katie Ilharreborde, Alice Charvin, Kate Johnson, Sanjay Gupta
Internal Agency: Creative X
Internal Agency Team: Becky McOwen-Banke, Luke Wicker, Alex Canthal, Paula Cristalli, Paola Bersi
Ad Agency: BETC Paris
Agency Managers: Guillaume Espinet, Marie Lequime, Oscar Peteil, Nicolas Szerman
Executive Creative Director : Olivier Apers
Associate Creative Director : Nicolas Richard
Copywriter: Baptiste Szuwarski
Art Directors: Jeremy Treccani, Erine Robineau, Lea Boileau
Executive Creative Producer : Guillaume Denecker
Print Producer : Sarah Belhadj
Creative Resource Manager : Céline Laporte
Chief Strategic Officer : Sébastien Houdusse
Strategic Planner : Tomas Couvry
Production Company : Iconoclast
Director: Albert Albert
DOP : Elodie Tahtane
Executive Producer : Domitille Laurens
Post Production Companies : Mathematic, Poster
Music Creative Director: Adam Ghoubali
Sound Company: GUM
Soundtrack: La Femme


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