RACIST

TitleRACIST
BrandPLANETE ENFANTS ET DEVELOPPEMENT
Category E04. Outdoor
Product/ServiceDONATION
Entrant PLANèTE ENFANTS & DéVELOPPEMENT Paris, FRANCE
Idea Creation BRAINSONIC Paris, FRANCE
Production BRAINSONIC Paris, FRANCE
Credits
Name Company Position
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.