LICRA and Publicis Conseil, Paris, have created a campaign to reaffirm the commitment and vocation of the association, since its creation, in the fight against all types of racism. LICRA stands for Ligue Internationale Contre le Racisme et l’Antisémitisme (the International League Against Racism and Anti-Semitism).
This campaign illustrates how racism has evolved. Because if less and less French people declare themselves as racists, acts unfortunately increase. A new form of racism has qualified as “ordinary,” generating hate which today crystallizes around the fear of the other.
It is fear that often leads to racism. And in our society where continuous information and overexposure to messages have become a norm, this fear is frequently spread.
The LICRA campaign–which includes this spot directed by Akim Laouar via production company Prodigious for Publicis Conseil–looks to give a voice to this fear, to personify it in order to dismantle the extent of its power. Starting from individual prejudices, it tends to show how these fears manipulate our daily behavior.
The film is based on the technology of deepfake and morphing, the faces follow one another and thus illustrate the discourse around the fears conveyed.
By materializing this fear which trivializes racism, LICRA hopes for a collective realization–that our enemy is fear, not our differences.
CreditsClient LICRA Agency Publicis Conseil Marco Venturelli, president overseeing creativity; Alexandra Evan, VP; Clement Palouzier, art director; Antoine Querolle, copywriter; Didier Tavares, strategic planner; Production Prodigious Akim Laouar, director; Christophe Grelier, DP; Thierry Delesalle, producer; Romain Guilbert, Charles Ramare, Luc Annest, production director. Tech Studio Les studios de la Montjoie Xavier Pleche, studio producer; MursDeLeds, LED screens; Neo Motion control, robot; Alexandra Kan, 1st director assistant; Antoine Gay, 2nd director assistant; Fabienne Delaleau, 1st machine operator assistant; Benoit Dupont, electrician chief; Mourad Framera, casting director. Sound Postproduction Prodigious Arnaud Galabbe, studio assistant; Laurent Lavaud, sound engineer; James Vacherot, sound design; Remy Dorne, sound producer. Video Postproduction Reepost Jordan Amicelle, editor; Lydia Lopez, calibration; Adrien Lepineau, Eric Alcuvilla, Flame; Loundja Oussana, post producer. Music Max Zippel, composer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More