Title	JUST 1 LOOK
Brand	DEPAUL
Product/Service	CHARITY
Category	D03. Live Events
Entrant	PUBLICIS CONSEIL Paris, FRANCE
Idea Creation	PUBLICIS CONSEIL Paris, FRANCE

Name	Company	Position
Fabrice Delacourt / Olivier Desmettre	Publicis Conseil	Executive Creative Directors
Olivier Dermaux	Publicis Conseil	Copywriter
Sacha Martiretti / Mathieu Vinciguerra	Publicis Conseil	Art Directors
Caroline Darmon / Lou Leproux	Publicis Conseil	Account Managers
Côme Le Quilleuc	/	Director
Clément Martin	/	Montage
Cyril Faïa / Valentin Pétrou / Collek agency	Cyril Faïa / Valentin Pétrou / Collek agency	Production
Jean-Luc Chirio	Prodigious	Art-Buyer
Chez Jean	Chez Jean	Sound Producer
Andrew McKnight	Depaul	Advertiser’s Supervisor
Fabrice Delacourt / Olivier Desmettre	Publicis Conseil	Creative Directors

The Campaign

The idea was to make people consider the real problem by proving with a concrete live event: force them to realize how they instinctively behave. The fact of counting the looks of the passers-by allows us to demonstrate the gravity of the problem and put numbers (facts) on habitual acts that we consider insignificant.

Creative Execution

There was no production budget for the film: directors, technicians, post producers… were not paid. We use a go pro camera for most of the shots, to be discrete and especially to capture the real life moments. The finish is a simple realization, refined, raw.

Indication of how successful the outcome was in the market

The campaign has beneficiated from strong relay on social networks (+ 240 % shares on Depaul’s pages) and strong press impacts in France and abroad. The more important result is the number of donations, that have been multiplied by 36 compared to last year.

Depaul is a charity, taking care of homeless people. It was obvious to go down in the streets to realize this film. The idea of exposing people to their usual behaviours is brutal but is the best way to change habits.