JUST A WALL

Short List
TitleJUST A WALL
BrandINNOCENCE EN DANGER
Product/ServiceCHILD PROTECTION
Category D04. Spatial & Sculptural Exhibitions and Experiences
Entrant ROSA PARIS, FRANCE
Idea Creation ROSA PARIS, FRANCE
Media Placement ROSA PARIS, FRANCE
PR ROSA PARIS, FRANCE
Production ROSA PARIS, FRANCE
Production 2 SOVAGE Paris, FRANCE
Production 3 ATELIER DOWNTOWN Paris, FRANCE
Production 4 SCHMOOZE Paris, FRANCE
Credits
Name Company Position
Jean-Patrick Chiquiar ROSA PARIS COFOUNDER
Gilles Fichteberg ROSA PARIS Executive Creative Director
Jean-François Sacco ROSA PARIS Executive Creative Director
Nicolas Gadesaude ROSA PARIS Creative Director
Julien Saurin ROSA PARIS Creative Director
Benedicte Morin ROSA PARIS Art Director
Yara Dalens ROSA PARIS Copywriter
Mathilde Colson ROSA PARIS Art Director Assistant
Yann Lesteven ROSA PARIS Assistant Art Director
Soraya Cottin ROSA PARIS Account Director
Clara Bizet ROSA PARIS Account Manager
Lauren Weber-Staricky ROSA PARIS Head of communication
Elodie Jonquille ROSA PARIS Head TV prod
Sanae Belkouri ROSA PARIS Agency Producer

Background

In France, a child dies every five days beaten to death by a relative (this situation got much worse during lockdown). Studies reveal that, very often, neighbours have doubts but don’t dare call the police, either because they’re afraid they’re wrong, or because they don’t think it’s their business. Yet, when in doubt, there is an emergency number: 119. It’s not the police. It’s a special helpline with people who will look into the problem and keep an eye on the situation. Our objective is to remind people that this number exists and that it’s their responsibility to call it if they suspect something is wrong. Not doing so could lead to the worst-case scenario.

Describe the creative idea (40% of vote)

The idea was to take three real child murders that happened in France and to recreate the 3 walls that separated the 3 children, who were beaten to death, from their neighbours. Then to set them up in middle of a main square in central Paris, to make people realize that only a few centimetres may separate us from the worst, and that it’s important to notify someone if you have the slightest doubt.

Describe the execution (40% of vote)

We investigated over a period of months with a specialized journalist. In order to recreate the victims’ walls as accurately as possible. We based our research on records from lawyers, the police, neighbours and relatives, in terms of materials and details. The walls were then completed by cinema set designers.

List the results (20% of vote)

+ 56% reporting calls to 119 + 30% home interventions for domestic violence following calls 26 Million Media impressions in 24hrs without investment. 8 Million organic impressions in 24hrs without investment