| Titel | Anne de Gaulle |
| Brief | BACKGROUNDIn 1946, Charles de Gaulle, a world-famous figure, created the Anne de Gaulle Foundation as a tribute to his disabled daughter. Nearly 80 years later, the name of the famous General de Gaulle still carries the same weight, but the Anne de Gaulle Foundation is much less well known.THE GOALTo give this cause and the Anne de Gaulle Foundation the visibility they deserveand making French society reconsider mental disability and inclusion.THE IDEATo rename Paris-Charles de Gaulle, Europe’s leading airport, to Paris-Anne de Gaulle Airport.WHAT WE DIDFor International Day of Disabled Persons, we renamed Paris-Charles de Gaulle International Airport after our namesake’s daughter, Anne de Gaulle.On the front of the terminal, road signs, indoor screens, luggage trolleys, and tickets, and even in the planes, announcements informed travellers of their arrival at Paris Anne de Gaulle Airport.The event was also an opportunity to welcome foundation residents to their airport, where they could observe our staff on the job, while also sharing best practices with them to accommodate disabilities.A awareness campaign that reached millions of people in France and around the world, up to the French Minister of Transport himself.+200 published articles+50M total reach+€1M earned media |
| Agentur | Havas Paris |
| Kampagne | Paris-Anne de Gaulle |
| Werbende | Fondation Anne de Gaulle |
| Marke | Fondation Anne de Gaulle |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2022 / 12 |
| Geschäftsbereich | Karitative, Ehrenamtliche Organisationen |
| Story | Charles de Gaulle and his wife Yvonne set up the Fondation Anne de Gaulle in 1945 in honor of their daughter Anne, who was born with Down syndrome. Despite providing residential care and support for people with neurodevelopmental conditions for more than 75 years, the Foundation suffered from a lack of public awareness. Our challenge was to redress the situation and give the Foundation and its worthy social cause the attention it deserves. We did this by shining a spotlight on the lineage and worldwide renown of General de Gaulle through one of the most enduring and international embodiments of this prominent figure in French history: Paris-Charles de Gaulle Airport. How? By temporarily renaming it Paris-Anne De Gaulle Airport. |
| Story (Originalsprache) | « Paris-Charles de Gaulle », « Roissy », « CDG »... L’aéroport francilien de Roissy-Charles de Gaulle est connu sous plusieurs noms et le temps d’une semaine, un nouveau s’ajoute à la liste : l’aéroport Paris-Anne de Gaulle. Il a été rebaptisé du nom de la fille handicapée du général de Gaulle, à l’occasion de la journée internationale des personnes handicapées du 3 décembre 2022. Pendant une semaine, l’identité visuelle du sixième aéroport mondial va être transformée pour rappeler que « seule la mobilisation de toute la société permettra (...) de créer une société de l’accompagnement » des personnes handicapées pour mieux les intégrer dans la société. Le changement de nom sera visible sur le fronton extérieur des terminaux 2A et 2B et à l’intérieur des terminaux 2E et 2F. Les voyageurs en provenance de pays francophones entendront, en français et en anglais, le message de bienvenue à l’aéroport Paris-Anne de Gaulle du personnel navigant d’Air France-KLM. |
| Philosophie | We crafted an extensive indoor and outdoor rebranding to provide an unprecedented and engaging visual immersion for passengers into an entirely revamped airport: each DOOH, each flight information display board, each Airport TV screen, each baggage reclaim area display screen, as well as the road signs around the airport, all showed the name “Paris-Anne de Gaulle”. The key feature of the operation was the name “Paris-Anne de Gaulle” mounted in giant lettering on the frontage of each terminal. This striking – and surprising – image encapsulated our high-impact approach. |
| Philosophie (Originalsprache) | |
| Problem | Our strategy and activation enabled the Foundation to reassert its refusal to accept things as they are. In addition, it endorsed the call from other charity organizations for a paradigm shift in the support available for people with disabilities. Worldwide, one in six people live with a disability. In a major world first, we renamed the sixth busiest international airport. |
| Problem (Originalsprache) | Benjamine de Charles et Yvonne de Gaulle, Anne de Gaulle, était porteuse de trisomie 21. La fondation portant son nom a été créé en 1945 par ses parents pour accueillir et accompagner des personnes présentant un trouble du neurodéveloppement avec ou sans troubles psychiques. |
| Ergebnis | The main challenge at the heart of the operation was to transform a public space that welcomes more than one million passengers every week. We had to build an experience capable of fitting with the airport’s extremely complex environment and multiple constraints. Our message had to be delivered without impeding on passenger information or compromising security. We succeeded by bringing on-board a major international corporation (ADP), coupled with a flawless production and deployment strategy. |
| Medientyp | Case Study |
| Länge | |
| Werbeleiter | Jean Vendroux |
| Werbeleiter | Clarisse Menager |
| Executive Creative Director | Stéphane Gaubert |
| Art Director | Catherine Labro |
| Texter | Florent Roux |
| Vice President (VP) | Michel Bettan |
| Partner | Sophie Schiari |
| Associate Director | Philippine Van Tichelen |
| Etatdirektor | Tiphaine Mercier |
| Etatdirektor | Tiphaine Armand |
| Director of Production Operations | Carine Petit |
| Head of TV / Art Buyer | Benjamin Besnainou |
| Fotograf | Charles Mamarot |
| Regisseur | Fabien Faure |
| Werbeleiter | Bertrand Sirven |
| Werbeleiter | Géraud Rabany |
| Werbeleiter | Capucine Lemaire |
| Werbeleiter | Justine Leger |
| Werbeleiter | Fabienne Mazaleyrat |
| Werbeleiter | Fouzia Hadjal |
| Werbeleiter | Laurence Pajot |
| Werbeleiter | Tiphaine Paucot Landelle |
| Partner | France Info |
| Werbeleiter | Jean Philippe Baille |
| Client Partner | Groupe ADP |
| Werbeleiter | Caroline Talbot |
| Werbeleiter | Philippe Rey |
| Werbeleiter | Jérôme Jadot |
| Werbeleiter | Olivier de Lagarde |
| Client Partner | Make it live |
| Werbeleiter | Christophe Pelletier |
| Werbeleiter | Marie Couffon de Trevros |
| Werbeleiter | Mathieu Mercier |
| Werbeleiter | Ronan Le Maire |
| Medienagentur | Havas Media |
| Werbeleiter | Jean Vendroux |
| Werbeleiter | Clarisse Menager |
| Executive Creative Director | Stéphane Gaubert |
| Art Director | Catherine Labro |
| Texter | Florent Roux |
| Vice President (VP) | Michel Bettan |
| Partner | Sophie Schiari |
| Associate Director | Philippine Van Tichelen |
| Etatdirektor | Tiphaine Mercier |
| Etatdirektor | Tiphaine Armand |
| Director of Production Operations | Carine Petit |
| Head of TV / Art Buyer | Benjamin Besnainou |
| Fotograf | Charles Mamarot |
| Regisseur | Fabien Faure |
| Werbeleiter | Bertrand Sirven |
| Werbeleiter | Géraud Rabany |
| Werbeleiter | Capucine Lemaire |
| Werbeleiter | Justine Leger |
| Werbeleiter | Fabienne Mazaleyrat |
| Werbeleiter | Fouzia Hadjal |
| Werbeleiter | Laurence Pajot |
| Werbeleiter | Tiphaine Paucot Landelle |
| Partner | France Info |
| Werbeleiter | Jean Philippe Baille |
| Client Partner | Groupe ADP |
| Werbeleiter | Caroline Talbot |
| Werbeleiter | Philippe Rey |
| Werbeleiter | Jérôme Jadot |
| Werbeleiter | Olivier de Lagarde |
| Client Partner | Make it live |
| Werbeleiter | Christophe Pelletier |
| Werbeleiter | Marie Couffon de Trevros |
| Werbeleiter | Mathieu Mercier |
| Werbeleiter | Ronan Le Maire |
| Medienagentur | Havas Media |