Covid Pandemic forced BETC HAVAS, an advertising agency, to rethink how it operates.Challenge was going back to the office and charm people to leave the newfound pleasure of the home office to be physically at the agency again.And rethink the way we relate to the physical workspace space.We aimed to address the challenges of remote work and isolation by coming from the Home Office to the Experience Office.A spot that could preserve agency's culture and reconnect people with creativity.The BETC Havas Cafe project was designed to create a welcoming and versatile space where people could meet,work,relax,eat,drink,and enjoy unique experiences. The project involved architects, designers, and chefs to create a place that encapsulates brand values and purpose.The project was large-scale, involving the redesign of a four-floor signature building and one garage.The objective was to create a post-pandemic ad agency that would provide an experience that people would want to participate in.

From the Home Office to the "Experience Office". The creative idea of the BETC Havas Cafe project was to create a welcoming and versatile space where people would want to stay and enjoy work, business and leisure experiences. The project aimed to provide an environment where people could meet, work, relax, eat, drink, and enjoy the unpredictability of real-life encounters while preserving the agency's culture and brand values. The project involved architects, designers, and chefs in creating a space that would be functional, attractive, and encapsulating brand values and purpose. The Cafe, restaurant, and bookstore are open to the public and clients, making it a unique brand activation that brings together various consumer services and business-to-business activities.

Insight: The BETC Havas Cafe project aimed to address the challenges of remote work and isolation during the pandemic by creating a unique experience space that preserved the agency's culture and reconnected people with creativity.

Key message: The key message was to create a welcoming and versatile space where people could meet, work, relax, eat, drink, and enjoy unique experiences.

Target audience: The target audience was the agency's employees, clients, and the general public, who were invited to use the space.

Creation and distribution of assets: The project involved redesigning a four-floor signature building, including a bookstore, coffee shop, restaurant, co-working space, private dining meeting room, bar, pocket shows, and special events. The project was promoted through social media, press releases, and events.

The BETC Havas Cafe project involved redesigning a four-floor signature building and one garage, which now houses an art gallery and the agency's Merci Content Studios. The ground floor features a bookstore and coffee shop open to the public, the first floor has a restaurant and co-working space, the second floor is a private dining meeting room, the third floor is a bar for drinks and meetings, and the fourth floor is for pocket shows and special events.

We also partnered with M.Ad School of Ideas(former Miami Ad School)offering the most current in the creative industry with an exciting schedule of lectures, workshops, and courses.

We run from time-to-time institutional media campaigns including OOH,social media,print,and digital besides PR efforts,to promote the Café to general audience.

We’ve promoting quality and inspiring events(talks, trainings,workshops,tastings, lectures,parties,media roadshows and conversation circles with special guests always aimed at inspiring creativity in all media and formats.

The BETC Havas Cafe project added value to the brand, increased consumer value,reached a broad audience, positively impacted brand perception,and achieved the brief's objectives.The project resulted in the agency becoming the largest agency in Brazil in media investment,according to Cenp-Meios(April 2023), and the top-rated agency by clients by SCOPEN(Dec 2022).The project attracted four new brands since the opening,including the largest international bank in Brazil.There was a 23.8% decrease in turnover and 83% approval in "Pleasant Workplace", according to HavaSay Survey.

In such an inspiring work environment,employees are working happier and motivated.Several organizations,media and festivals want to use our space to promote industry encounters.

Architecture and Design is amazing so every day we see people coming from the streets just to take pictures and selfies on the stairs,bookstore,and restaurant to post on their social media.Thanks to them we have some free media as well.The project is going global on Havas Network.