France Adot - "Skinhead"

CLM BBDO

CLM BBDO Boulogne Billancourt, Francia

12082

This ad is part of the ACT Responsible Collection

Marca: France Adot
País: Francia

Anunciante: France Adot

Título	Skinhead
Agencia	CLM BBDO
Campaña	Tattoos - France ADOT
Anunciante	France Adot
Marca	France Adot
Fecha de primera difusión/publicación	2010 / 3
Sector Empresarial	Donación de sangre/órganos
Lema	Devenez quelqu'un de bien
Lema (Lengua original)	It's never too late to become a better person
Sinopsis	These individuals, whom we have identified as skinheads, racists, hooligans or homophobes, all have the same way of embodying their extremism: their tattoos. In this print campaign, the tattoo is struck through by the scar from a post-mortem organ donation, like some kind of redemption
Filosofía	France ADOT and CLM-BBDO started out from the observation that this young adult audience is not necessarily sensitive to the question of organ donation, as the related theme of death is fairly remote from their concerns. But the target is very attentive to its image and is looking for a meaning to its existence. So we decided to enhance the image of those who do become donors. Taking out a donor card means thinking about others and showing great generosity. By acting in this way, the holders of the card feel they are doing something good and are good people. The agencys creative staff designed and produced the campaign along those lines. To make the execution of the idea impactful and challenging, the demonstration has to be taken as far as it can go by showing that even the worst individuals can become good people by donating their organs.
Problema	To build awareness of this national cause, mainly among young adults, and to encourage them to have an organ donor card.
Medio	Publicidad en periódicos
Mercado	Francia
Director ejecutivo de creación	Gilles Fichteberg
Director ejecutivo de creación	Jean-Francois Sacco
Director artístico	Lucie Valloton
Responsable de conceptos / redactor	Julien Perrard
Responsable de cuentas de agencia	Pascal Couvry
Responsable de cuentas de agencia	Nicolas FABRE
Fotógrafo	Yann Lepape
Comprador de arte	Sylvie Etchemaité
Director de publicidad	Marie-Claire Paulet
Director de publicidad	Pierre Noir