Full Washing

Agency Network: 
Published/Aired: 
July 2021

Description

French consumers have spoken: advertisements must stop making insincere claims about doing good. Instead, forward thinking brands should commit to solid initiatives for sincere and lasting progress and communicate them effectively. These are the results of a study called Next Leading Brands, carried out by BVA for Paris advertising agency Babel. The study in May 2021 of 1,002 people aged 18 and over revealed that “3 out of 5 French people are sceptical about the sincerity of brands’ messages claiming commitments to a cause.”

Film advertisement created by Babel, France for Babel, within the category: Agency Self-Promo.

Advertising Agency: Babel, France
Creative Director: Jean-Laurent Py
Art Director: Julian Brice
Copywriter: Frédérick Lutge
Head of TV: Jeanne Halfon
Production Company: BIRTH
Directors: Emma & Elliot
Executive Producers & Partners: Yohan Ungar, Hugo Legrand-Nathan
Producers: Tristan Béraud, Iman Delimi
Post-production 3D: L'affreux bonhomme
Sound company: Chut on vous écoute
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