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.
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.”
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