Agency: Fred & Farid
We have taken the opposite approach of societal communications by positioning the Abbé Pierre Foundation as a brand that conveys hope. We wrote a 5 minutes poignant cinematographic film directed by one of France's most talented multi-awarded directors, Arnaud Desplechin. To be the most truthful, we went to meet homeless people and volunteers in the Foundation's centers to gather their testimonies. The truthfulness of their situations, their experiences and their words was very important to us all.
In order to stay as close to reality as possible and in total immersion in the difficult new daily life of a young homeless man, in his wanderings, in his troubles and then in the stages of his reconstruction, we wanted to tell a story, without advertising gimmick. We told a story written like a short film, hence the choice of this long format.
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. With nearly 300 000 people homeless in France, the Foundation's new tagline - "Get off the streets. Get your life back." - is more important than ever in reminding people that housing is the first step towards rebuilding a life. This human story is told by the song "Dis quand reviendras-tu ?" by Barbara. This evocative song has been witness to a rebirth that knows how to fade in favor of dialogue and storytelling.
This professional campaign titled 'Little Sister' was published in France in November, 2022. It was created for the brand: Fondation Abbé Pierre, by ad agency: Fred & Farid. This Film medium campaign is related to the Education, Health, and Public Interest, NGO industries and contains 1 media asset. It was submitted 3 months ago.
Agency Network : FRED & FARID
Advertiser Brand : Fondation Abbé Pierre
Advertising Agency : FRED & FARID Paris
Chief Creative Officer : Fred & Farid
Executive Creative Director : Olivier Lefebvre
Art Director : Thomas Martin-Lalande
Copywriter : Grégory Tortes
Managing Director : Séverine Autret
Account Director : Dorothée Mianet, Cloé Jouteau, Eloïse Latrobe
Agency Producer : Maud Whittle
Production Company: Phantasm
Producer: Gary Farkas
Director: Arnaud Desplechin
Cinematographer: Paul Guilhaume
Post Producer: Maxime Dabel
Editor: Géraldine Mangenot
Music: Dis quand reviendras-tu ?
Performed by: Barbara
Sound Post-Production: Benzène
Sound Post-Producer: Benjamin Desplanques