France Adot - "God hates fags"

CLM BBDO

CLM BBDO Boulogne Billancourt, França

17543

Esse anúncio faz parte da Coleção ACT Responsible

Marca: France Adot
País: França

Anunciante: France Adot

Titulo	God hates fags
Titulo (língua original)	Dieu
Agência	CLM BBDO
Campanha	Tattoos - France ADOT
Anunciante	France Adot
Marca	France Adot
Data da primeira Transmissão/Publicação	2010 / 3
Sector Empresarial	Doação de sangue, órgãos
Legenda	Devenez quelqu'un de bien
Legenda (língua original)	It's never too late to become a better person
História	These individuals, whom we have identified as skinheads, racists, hooligans or homophobes, all have the same way of embodying their extremism: their tattoos. In this print campaign, the tattoo is struck through by the scar from a post-mortem organ donation, like some kind of redemption
Filosofia	France ADOT and CLM-BBDO started out from the observation that this young adult audience is not necessarily sensitive to the question of organ donation, as the related theme of death is fairly remote from their concerns. But the target is very attentive to its image and is looking for a meaning to its existence. So we decided to enhance the image of those who do become donors. Taking out a donor card means thinking about others and showing great generosity. By acting in this way, the holders of the card feel they are doing something good and are good people. The agencys creative staff designed and produced the campaign along those lines. To make the execution of the idea impactful and challenging, the demonstration has to be taken as far as it can go by showing that even the worst individuals can become good people by donating their organs.
Problema	To build awareness of this national cause, mainly among young adults, and to encourage them to have an organ donor card.
Tipo de Mídia	Publicidade em jornais
Mercado	França
Director de publicidade	Marie-Claire Paulet
Director de publicidade	Pierre Noir
Director executivo criativo	Gilles Fichteberg
Director executivo criativo	Jean-Francois Sacco
Account Manager	Pascal Couvry
Account Manager	Nicolas FABRE
Director de arte	Lucie Valloton
Redator	Julien Perrard
Art Buyer	Sylvie Etchemaité
Fotógrafo	Yann Lepape