Title | RACIST |
Brand | PLANETE ENFANTS ET DEVELOPPEMENT |
Product/Service | DONATION |
Category |
E04. Outdoor |
Entrant
|
PLANèTE ENFANTS & DéVELOPPEMENT Paris, FRANCE
|
Idea Creation
|
BRAINSONIC Paris, FRANCE
|
Production
|
BRAINSONIC Paris, FRANCE
|
Credits
Alban Penicaut |
Brainsonic |
Executive Creative Director |
Sebastien Combemale |
Brainsonic |
Senior Copywriter |
Thomas Audoin |
Brainsonic |
Senior Art Director |
Max Maarek |
Brainsonic |
Strategy Director |
Mailys Benyahia |
Brainsonic |
Project Director |
Arthur Bosquette |
Brainsonic |
Web Director |
Emilie Cabanie |
Brainsonic |
PR and Influence Manager |
Guillaume Mikowski |
Brainsonic |
CEO |
Alexandre Desobry |
Brainsonic |
Deputy Managing Director & Partner |
Mathieu Crucq |
Brainsonic |
Deputy Managing Director & Partner |
Anastasia Sebban |
Brainsonic |
Head of Production |
Louis Chapelain |
Brainsonic |
Videomaker |
Louis-Nicolas Piot |
Brainsonic |
Editor |
Arthur Pelletier |
Brainsonic |
Editor |
Stephanie Selle |
Planete Enfants et Developpement |
CoDirector |
Veronique Jenn-Treyer |
Planete Enfants et Developpement |
CoDirector |
Cultural / Context information for the jury
There are more than 1.5 million charitable associations in France, and each one tries to catch the public’s attention. That’s why our main objective was to make a name for Planète Enfants & Développement
Tell the jury about the copywriting.
How do you become visible and highlight your actions when you’re an unknown charity like Planète Enfants & Développement? We took the opposing view of the usual charity communication, and decided to appeal to a new target’s generosity, neglected up to now: cynics, stingies, sexists, and even racists.
With a tone that’s deliberately provocative, we found them a reason to donate. A bad reason, obviously. We wanted to get people to realize that for every bad reason to donate, there are a thousand good ones. A thousand reasons to discover on www.mauvaiseraisondedonner.com
The overall reach is 9M people, the film has reached more than 120K views and the campaign generated a lot of spin-offs, especially on the radio (RTL2, OUÏ FM) or in magazines and daily newspapers (ELLE, Glamor, La Réclame, CB News, INfluencia, etc.). Donations increased by 70% compared to the same period the previous year.