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.

Advertising Agency: BETC EuroRSCG, France
Creative Director Damien Bellon
Director: Karen Cunningham
Producer: Julia Fetterman
Production Company: Pop-Up Films

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