Title | THE REFUGEES |
Brand | CNR |
Product/Service | ASSOCIATION / NON PROFIT |
Category |
A13. Not-for-profit / Charity/ Government |
Entrant
|
QUAD PRODUCTIONS Paris, FRANCE
|
Idea Creation
|
CLM BBDO Paris, FRANCE
|
Production
|
QUAD PRODUCTIONS Paris, FRANCE
|
Credits
François Brun |
QUAD Productions |
CEO |
Eric Judor |
QUAD Productions |
Director |
Matthieu Tribes |
QUAD Productions |
Director |
Hicham Fassi-Fihri |
CNR |
Client |
Matthieu Elkaim |
CLM BBDO |
Agency |
Background
The RESPECTS Campaign initiated by the CNR – a collective of associations with no political affiliation – exposes the distress of people who have been forced to flee to their homes: "What if it happened to us? What would we do?"
Contrary to perceived ideas, refugees are most of the time doctors, lawyers, journalists, artisans, families… people who are just like us.
This is exactly what director Matthieu Tribes projects through his film: a parallel comparison with our European lifes. With performances by French actors Mathieu Kassovitz and Marina Foïs, the film powerfully illustrates the idea behind the CNR’s campaign which opens up the debate and strives to change the opinion and conditions currently in place to welcome migrants.
Describe the strategy
Premiere on the French TV Channel TMC (TF1) for the show "Quotidien"
The campaign was initiated by the CNR – a collective of associations with no political affiliation. The purpose of the film was to make the CNR known, to get new members to join and to raise awareness of the issues related to migration in France & Europe.
The film was starring 2 French famous actors.
Describe the execution
First step: premiere on the French TV Channel TMC (TF1) for the show "Quotidien"
Then:
TV > TV News on November 19th & 21st (2017) = France TV Info
Print > Libération, 20 minutes, Elle, CB News, The Huffington Post, Clique TV, Le Parisien, Les Inrocks...
List the results
- 317 K views on Youtube
- a lot of digital benefits (mainly on Twitter)