Agency Network: 
December 2021


The painful exclusion from everyday activities experienced by people with disabilities is exposed in an emotionally charged campaign The Fall for the French disability association APF France.

Created by award-winning agency Babel and directed by young Franco-British talent James Maciver, the TV and digital campaign conveys a compelling core message: ‘The hardest part is not our disability but the exclusion imposed on us.’

The Fall shows the anguish experienced by a wheelchair user, including inaccessible shelves in supermarkets, job interview rejection and limited health care support. Each set-back triggers a flash-back to the moment of his tragic accident when he fell backwards down a long flight of stone steps.

Film advertisement created by Babel, France for APF France Handicap, within the category: Public Interest, NGO.

Advertising Agency: Babel, France
Brand Manager Babel: Matthieu Angevin
Project Director: Pauline Leborgne
Creative Director: Jean-Laurent Py
Artistic Director: Julian Brice
Copywriter: Fred Lutgé
Head of TV & TV Production: Jeanne Halfon, Oriana Berzig
Director: James Maciver
Production Co: Animal Animal
Producers: Vincent Thiesset, Noé Lefebvre
Post-production & SFX: Reepost
Sound: Bel Air Paris
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