THE REFUGEES

ClientCNR
Category A13. Not-for-profit / Charity/ Government
TitleTHE REFUGEES
Product/ServiceASSOCIATION / NON PROFIT
Entrant QUAD PRODUCTIONS Paris, FRANCE
Idea Creation CLM BBDO Paris, FRANCE
Production QUAD PRODUCTIONS Paris, FRANCE
Credits
Name Company Position
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)