Agency Network: 
February 2010
Terre Solidaire:  Africa


We have launched this month a global campaign (outdoor, print, web, radio) in France for the non-profit association CCFD-Terre Solidaire, first French development NGO. This association supports local initiatives in South and East developing countries. This new campaign invites us to look at these countries in a different way and to go past our stereotypes through an optimistic and original creation. To fight against stereotypes, the campaign borrows the Surrealism codes. The creative message breaks the codes commonly affiliated with the industry. The 3 prints and outdoors are inspired by Rene Magritte works (a famous surrealist French painter) to play with reality and the way we represent it. So, for example what is believed to be an ass bowl of Calcutta is in fact a defender of the rights of untouchables. «The South deserves better than our cliché» signs the campaign. «The association’s reality and its beliefs have inspired our creation. We chose to take a fresh and different tone with an original creation» said Olivier Mouliérac & Jérôme Galinha, Euro RSCG C&O Creative Directors.

Print advertisement created by Euro RSCG, France for Terre Solidaire, within the category: Public Interest, NGO.


This is not a poor African.
This is an entrepreneur.
Poorer countries deserve more than our outdated stereotypes.

Advertising Agency: Euro RSCG C&O, Paris, France
Creative Directors: Olivier Moulierac, Jérôme Galinha
Art Director: Catherine Labro
Copywriter: Capucine Lewalle
Production: Corinne Dutoit-Costa
CCFD Managers: Pierre Laurent, Yann- Patrick Bazire
Agency Managers: Agathe Bousquet, Benoit Lozé, Brune Buonomano
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Adaddicted's picture


Activity Score 3403
Art Director |


R U serious's picture

Too bad I can't say what I'm thinking.

R U serious
Activity Score 406

Say my name, say my name...

LeroyChristian's picture

i like your photo more than the ad hehe

Activity Score 372
Other at Nanyang Academy of Fine Arts
Muhammad Imran's picture

Don't get enough excitement when you came up with good idea...

Here is a correct spelling !!! (Entrepreneur) !!!
Don't lose reputation making such a stupid spelling mistakes indeed.

Muhammad Imran
Activity Score 614
Art Director at Orbit Advertising |

Istiko's picture

hehehe keep cool Imran

Activity Score 165
Creative Director at Student Collage |

save my soul

prabodh's picture

Well noted, Imran. It's really shameful.

Activity Score 16
JWT Nepal
dsklan's picture

this is not a copywriter, its an poor analphabet;)

Activity Score 1908
Art Director at homeshop
Dzsoi's picture

this is not a commenter, it's a comedian :)

Activity Score 8563
dsklan's picture

this is not a copywriter, its an poor analphabet;)

Activity Score 1908
Art Director at homeshop
perromalo's picture

well, the ilustration is not that bad...

Activity Score 427
Creative Director at Mateo&co
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