The Young Director Award (YDA) showcases and rewards some of the most talented young directors from across the globe. This year the President of the YDA, François Chilot, called on BETC to find a new creative concept to celebrate and publicise the event. The new tagline: “Directing, it’s in your bones,” is a nod to the successful “Born to Create Drama” campaign from 2010. The film shows a young boy who bluntly walks in on his parents in bed together and starts giving them instructions on how to improve their performance. BETC also developed 3 posters for the YDA campaign, a little “family” of prints with cheeky instructions from a kid directing his mum, his little brother and even his dog.
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The Directing is In Your Bones campaign was developed at BETC Paris by global creative director Stephane Xiberras, creative director/copywriter (film) Damien Bellon, art director (print) Landry Stark, designer (print) François Prost, copywriters (print) Pascal Andre and Clive Pickering, typographer Nate Williams, art buyer Karine Grealou, and producer (print) Annick Audoux.