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Tatouages - France Adot - agence CLM BBDO

Synopsis

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

Concept

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 agency’s 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.

Problème

To build awareness of this national cause, mainly among young adults, and to encourage them to have an organ donor card.

Informations

  • Annonceur : France Adot
  • Marque : France Adot
  • Type de média : Presse & publications, Presse quotidienne
  • 1ère diffusion : 2010
  • Pays : france
  • Date de mise en ligne : 1 mars 2014

Crédits

  • Agence : CLM BBDO
  • Type d'agence :
  • Executive Creative Director : Gilles Fichteberg
  • Executive Creative Director : Jean-François SACCO
  • Art Director : Lucie Valloton
  • Copywriter : Julien Perrard
  • Account Manager : Pascal Couvry
  • Account Manager : Nicolas Fabre
  • Photographer : Yann Lepape
  • Art Buyer : Sylvie Etchemaité
  • Advertising Manager : Marie-Claire Paulet
  • Advertising Manager : Pierre Noir

Réalisations de l’agence CLM BBDO