Fondation Abbé Pierre, one of France’s leading nonprofits working to combat homelessness and poverty, has launched its new winter awareness-raising campaign. The campaign, developed with the FRED & FARID Paris creative agency, aims to give hope to those struggling against poor housing conditions.
With nearly 300,000 people homeless in France, the Foundation’s new tagline – “Leave the streets, rebuild your life” – is more important than ever in reminding people that housing is the first step towards rebuilding a life, says the campaign.
The campaign includes a 5-minute poignant cinematographic work imagined by FRED & FARID Paris and directed by one of France’s most talented filmmakers, Arnaud Desplechin (production Phantasm) – the film tells the story of a young man who finds himself on the streets after a fall-out with his family.
He meets a volunteer from the foundation who helps him get back on his feet, find a job and a place to live. This human story is told by the song “Dis quand reviendras-tu” by Barbara (Sony Music Publishing France and BMG Rights Management). This evocative song has been witness to a rebirth that knows how to fade in favor of dialogue and storytelling.
Olivier Lefebvre, President, Partner and Executive Creative Director at FRED & FARID Paris commented:“We wanted to stay as close to reality as possible, so we decided to tell a story without any gimmicky advertising. We reached out to Arnaud Desplechin who was immediately moved by the story. He wanted to be as close to the reality of life on the street as possible, so he went to meet with homeless people in shelters run by the Fondation to gather their testimonies. The veracity of their situations, experiences, and words was very important to all of us.”
Agency: FRED & FARID Paris
Title: Little Sister
Client: Fondation Abbé Pierre
Chief Creative Officers: Fred & Farid
Executive Creative Director : Olivier Lefebvre
Copywriter: Grégory Tortes
Art director: Thomas Martin-Lalande
Brand supervirsors: Yves Colin
Agency supervisors : Cloé Jouteau, Eloïse Latrobe
Agency Producer: Maud Whittle
Lead Social media & influence: Fanny Sachot
Motion designers: Philémon Lieutaghi, Clément Rouchon
Director: Arnaud Desplechin
DOP : Paul Guilhaume
Photographer: Aurélien Chauvaud
Production : Phantasm
Producer: Gary Farkas
Production director: Adrien Chibatte
Post producer : Maxime Dabel
Post-production image : Nightshift
Post-production sound : Benzene
Music : « DIS QUAND REVIENDRAS-TU ? »
(Lyrics and music: Barbara)
© Editions Beuscher Arpege
(P) 1966 BMG Rights Management (France) SARL
With the autorisation of Sony Music Publishing France and BMG Rights Management (France)
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