Amidst a backdrop of soaring inflation and escalating energy prices in France, Fondation Abbé Pierre, a French charitable organization dedicated to fighting homelessness, rolls out its winter awareness campaign, “The Heirs.” The brainchild of creative agency FRED & FARID Paris, the campaign coincides with the winter season and commemorates the 70th anniversary of the legendary humanitarian call to action by its founder, Abbé Pierre. A revered French Catholic priest and philanthropist, Pierre’s legacy is his unyielding fight against homelessness and his advocacy for the underprivileged.
The campaign’s cornerstone is this short film, “The Heirs,” conceived by FRED & FARID Paris and directed via production house Phantasm by Valérie Donzelli, a visionary in the French film industry known for her fusion of drama and fantasy. The film confronts the harsh realities of inadequate housing. Donzelli, a César Awards nominee for Best Director and Best Actress for ‘La Guerre est déclarée,’ is known for interweaving poetic storytelling with grave societal issues.
The lead roles are portrayed by Vincent Rottiers and Marie Rivière, noted actors who bring to life the often unseen struggles of inadequate housing. The story delves into the lives of Samuel, his daughter Lou, and their babysitter Malya, a student embattled by the harsh realities of life in substandard Parisian housing. Samuel’s journey to aid Malya, parallel to the story of a homeless woman whose life intersects with theirs, forms a rich tapestry of social reflection and a call for shared empathy.
The soundtrack of the campaign is graced by the music of Daniel Balavoine, a legendary figure in the French 1980s music scene. His song “Tous les cris les SOS,” an anthem of lyrical profundity and humanitarian spirit, amplifies the campaign’s message of solidarity and mutual support.
Olivier Lefebvre, president and executive creative director at FRED & FARID Paris, stated, “Our vision in crafting this campaign was to encapsulate the perpetual activism of Abbé Pierre. The artistic finesse of Valérie Donzelli combined with the stirring melodies of Daniel Balavoine creates a narrative that resonates deeply. At FRED & FARID, we are firm believers in the power of creativity as a tool for social change. This film is more than a campaign; it’s a tribute to community support and collective action.”
