Porte d'Ivry. Porte de Clichy. Porte d'Italie. The gates of the ring road linking Paris and the suburbs often have a bad reputation. To those unaware of their major role within the … read moremetropolis, they are simply “ugly”, “dirty” or “too far away”. And yet, on a daily basis, they let millions of inhabitants from the Paris region to exchange, meet up and move around, or simply go from point A to point B.
With over 80% of its journeys coming from or going to the suburbs, Heetch is the ride-sharing app that goes through all these gates and knows them better than anyone. That's why the brand is paying tribute to them, and launching a sunny, committed campaign to sublimate these too-often maligned environments. The aim? To show that these gates have, above all, a mission: to let all the worlds that live behind them, and on either side, to meet.
The campaign, conceived by ad agency BETC Paris, was directed by Laura Marciano in collaboration with ASWAN. And to tell the story of all these gates and the people who cross them every day, Heetch called on a rap legend in the person of KOOL SHEN. His voice, recognizable to all fans of the genre, is set to a beat inspired by a 90s hip-hop classic, produced by SULLY SEFIL.
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