France Adot - "God hates fags"

CLM BBDO

CLM BBDO Boulogne Billancourt, Frankreich

17624

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: France Adot
Länder: Frankreich

Werbende: France Adot

Titel	God hates fags
Titel (Originalsprache)	Dieu
Agentur	CLM BBDO
Kampagne	Tattoos - France ADOT
Werbende	France Adot
Marke	France Adot
Datum der ersten Ausstrahlung/Veröffentlichung	2010 / 3
Geschäftsbereich	Blut-/Organspende
Slogan	Devenez quelqu'un de bien
Slogan (Originalsprache)	It's never too late to become a better person
Story	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
Philosophie	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.
Problem	To build awareness of this national cause, mainly among young adults, and to encourage them to have an organ donor card.
Medientyp	Zeitungsanzeige
Markt	Frankreich
Werbeleiter	Marie-Claire Paulet
Werbeleiter	Pierre Noir
Executive Creative Director	Gilles Fichteberg
Executive Creative Director	Jean-Francois Sacco
Kundenbetreuer	Pascal Couvry
Kundenbetreuer	Nicolas FABRE
Art Director	Lucie Valloton
Texter	Julien Perrard
Art Buyer	Sylvie Etchemaité
Fotograf	Yann Lepape