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.”
CreditsClient Fondation Abbé Pierre Agency FRED & FARID Paris Fred & Farid, chief creative officers; Olivier Lefebvre, executive creative dirctor; Gregory Tortes, copywriter; Thomas Martin-Lalande, art director; Maud Whittle, Clémentine Pinsec Glaoui, producers. Production Company Phantasm Valérie Donzelli, director; Irina Lubtchansky, DP; Yann Le Pape, photographer; Olivier Muller, producer; Jean-Pierre Crapart, head of production; Maxime Dabel, head of postproduction. Audio Post Benzene Postproduction (Image) Firm. Soundtrack “Tous les cris les SOS” Lyrics and music by Daniel Balavoine, © Warner Chappell Music France, Used with permission from Warner Chappell Music France (P) Barclay 1985/UMG
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More