Fondation Anne de Gaulle - "Anne de Gaulle - Board"

Havas Paris

Havas Paris Puteaux, França

1973

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Fondation Anne de Gaulle
País: França

Anunciante: Fondation Anne de Gaulle

Titulo	Anne de Gaulle - Board
Agência	Havas Paris
Campanha	Paris-Anne de Gaulle
Anunciante	Fondation Anne de Gaulle
Marca	Fondation Anne de Gaulle
Data da primeira Transmissão/Publicação	2022 / 12
Sector Empresarial	Acções caridade, fundações, voluntariado
História	Charles de Gaulle and his wife Yvonne set up the Fondation Anne de Gaulle in 1945 in honor of their daughter Anne, who was born with Down syndrome. Despite providing residential care and support for people with neurodevelopmental conditions for more than 75 years, the Foundation suffered from a lack of public awareness. Our challenge was to redress the situation and give the Foundation and its worthy social cause the attention it deserves. We did this by shining a spotlight on the lineage and worldwide renown of General de Gaulle through one of the most enduring and international embodiments of this prominent figure in French history: Paris-Charles de Gaulle Airport. How? By temporarily renaming it Paris-Anne De Gaulle Airport.
História (língua original)	« Paris-Charles de Gaulle », « Roissy », « CDG »... L’aéroport francilien de Roissy-Charles de Gaulle est connu sous plusieurs noms et le temps d’une semaine, un nouveau s’ajoute à la liste : l’aéroport Paris-Anne de Gaulle. Il a été rebaptisé du nom de la fille handicapée du général de Gaulle, à l’occasion de la journée internationale des personnes handicapées du 3 décembre 2022. Pendant une semaine, l’identité visuelle du sixième aéroport mondial va être transformée pour rappeler que « seule la mobilisation de toute la société permettra (...) de créer une société de l’accompagnement » des personnes handicapées pour mieux les intégrer dans la société. Le changement de nom sera visible sur le fronton extérieur des terminaux 2A et 2B et à l’intérieur des terminaux 2E et 2F. Les voyageurs en provenance de pays francophones entendront, en français et en anglais, le message de bienvenue à l’aéroport Paris-Anne de Gaulle du personnel navigant d’Air France-KLM.
Filosofia	We crafted an extensive indoor and outdoor rebranding to provide an unprecedented and engaging visual immersion for passengers into an entirely revamped airport: each DOOH, each flight information display board, each Airport TV screen, each baggage reclaim area display screen, as well as the road signs around the airport, all showed the name “Paris-Anne de Gaulle”. The key feature of the operation was the name “Paris-Anne de Gaulle” mounted in giant lettering on the frontage of each terminal. This striking – and surprising – image encapsulated our high-impact approach.
Filosofia (língua original)
Problema	Our strategy and activation enabled the Foundation to reassert its refusal to accept things as they are. In addition, it endorsed the call from other charity organizations for a paradigm shift in the support available for people with disabilities. Worldwide, one in six people live with a disability. In a major world first, we renamed the sixth busiest international airport.
Problema (língua original)	Benjamine de Charles et Yvonne de Gaulle, Anne de Gaulle, était porteuse de trisomie 21. La fondation portant son nom a été créé en 1945 par ses parents pour accueillir et accompagner des personnes présentant un trouble du neurodéveloppement avec ou sans troubles psychiques.
Resultado	The main challenge at the heart of the operation was to transform a public space that welcomes more than one million passengers every week. We had to build an experience capable of fitting with the airport’s extremely complex environment and multiple constraints. Our message had to be delivered without impeding on passenger information or compromising security. We succeeded by bringing on-board a major international corporation (ADP), coupled with a flawless production and deployment strategy.
Tipo de Mídia	Case Study
Comprimento	129 seconds
Director de publicidade	Jean Vendroux
Director de publicidade	Clarisse Menager
Director executivo criativo	Stéphane Gaubert
Director de arte	Catherine Labro
Redator	Florent Roux
Vice President (VP)	Michel Bettan
Partner	Sophie Schiari
Associate Director	Philippine Van Tichelen
Director de contas	Tiphaine Mercier
Director de contas	Tiphaine Armand
Director of Production Operations	Carine Petit
Head of TV / Art Buyer	Benjamin Besnainou
Fotógrafo	Charles Mamarot
Realizador	Fabien Faure
Director de publicidade	Bertrand Sirven
Director de publicidade	Géraud Rabany
Director de publicidade	Capucine Lemaire
Director de publicidade	Justine Leger
Director de publicidade	Fabienne Mazaleyrat
Director de publicidade	Fouzia Hadjal
Director de publicidade	Laurence Pajot
Director de publicidade	Tiphaine Paucot Landelle
Partner	France Info
Director de publicidade	Jean Philippe Baille
Client Partner	Groupe ADP
Director de publicidade	Caroline Talbot
Director de publicidade	Philippe Rey
Director de publicidade	Jérôme Jadot
Director de publicidade	Olivier de Lagarde
Client Partner	Make it live
Director de publicidade	Christophe Pelletier
Director de publicidade	Marie Couffon de Trevros
Director de publicidade	Mathieu Mercier
Director de publicidade	Ronan Le Maire
Agência de Mídia	Havas Media