Burns & Smiles

The monster isn’t always the one we think.

Agency: TBWA\Paris


For a burn victim, being in a public place often means being observed, stared at. Their appearance attracts stares that all too often make them feel like a "freak" that is being overwhelmed by all those eyes. And yet...
The monster isn’t always the one we think.
What if the monsters are the ones who stare at these burn victims, stare at them or point at them when they see them, making themselves partly responsible for their isolation ?
Through a poster campaign deployed throughout France in mid-April and also relayed on social networks, the Burns & Smiles association and TBWA\Paris want to denounce, or at least make people think about, the look that burn victims must face as soon as they are in society.

This professional campaign titled 'The monster isn’t always the one we think.' was published in France in April, 2022. It was created for the brand: Burns & Smiles, by ad agency: TBWA\Paris. This Print medium campaign is related to the Health and Public Interest, NGO industries and contains 3 media assets. It was submitted over 1 year ago.


Advertising Agency: TBWA\Paris
Client Manager: Laurent Gaudens
Agency Managers: Marc Fraissinet, Laurence Collavini
Executive Creative Directors: Benjamin Marchal, Faustin Claverie
Art Director: Marie Carrasco
Copywriter: Timothée Le Maître
Art Buyers: Isabelle Jaubert, Mathilde Fort
Illustrator (Supermarket): Ben Bauchau
Illustrator (Stairwell, University auditorium): Siou

National Cyber ...


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