| Title | THE EYES OF A CHILD |
| Brand | ASSOCIATION NOEMI |
| Product/Service | DISABILITIES ASSOCIATION |
| Category |
C03. Live Events |
|
Entrant Company
|
LEO BURNETT FRANCE Paris, FRANCE
|
|
Advertising Agency
|
LEO BURNETT FRANCE Paris, FRANCE
|
|
Production Company
|
LES TÉLÉCRÉATEURS Paris, FRANCE
|
Credits
| Xavier Beauregard |
Leo Burnett France |
Executive Creative Director |
| Jean-francois Le Marec |
Leo Burnett France |
Copywriter |
| Laetitia Chretien |
Leo Burnett France |
Art Director |
| Chloé Lefour |
Leo Burnett France |
Copywriter |
| Allan Huon |
Leo Burnett France |
Art Director |
| Antoine Grujard |
Prodigious |
Agency Producer |
| Arnaud Moria |
Les Telecreateurs |
Communications Manager |
| Thomas Rhazi |
Les Télécréateurs |
Director |
| Julien Meurice |
Les Telecreateurs |
Dop Lighting Cameraman |
| Lisa Hannigan |
Bmg Rights |
Music Artist |
Brief Explanation
For the International Day of Persons with Disabilities on December 3rd, we held an indoor advertising event with an interactive installation in a school. During this experiment, we asked children and parents to imitate faces projected on a giant screen. Everyone participated with enthusiasm, until a girl with multiple disabilities appeared and made a funny face.
Only the children imitated her. The adults all seemed too embarrassed.
Thanks to this campaign, the Noemi Association makes us question the way we view people with multiple disabilities.
The Brief
The association needed to increase its public image. Our campaign's target was as large a public as possible.
To reach as many people as possible with zero budget, we chose to create an Interactive live event and, at the same time, an online video.
How the final design was conceived
For the International Day of Persons with Disabilities on December 3rd, we held a live event with an interactive installation in a school. After this event, we launched an educational video on the Internet. Thanks to its strong emotional impact and relevance, the video was spread all around the world.
Indication of how successful the outcome was in the market
Broad national and international press coverage.
(METRO NEWS, The Huffington Post, EuroNews, RTL, DirectInfo, Elle magazine, France3, France5, Corriere della Sera, BiobioChile, Diario da Manha ...
More than 5 million views in one month without any media spending.
And most important, tweets by the tens of thousands that opened a broad public discussion. Noemi Association increases its facebook friends and followers.