The Abbé Pierre died in 2007. Today, less and less Young people know who he was and what his Foundation is aiming at, i.e. fighting against bad housing condition. To get closer from this target, the Abbé Pierre Foundation decided to participate to the three main French summer rock festivals.We developped a specific outdoor campaign. Seven posters that were shown during the festivals and distributed to the Young public. The climax of the campaign occured when one serigraphy of each poster was sold on ebay.fr (18th-28th september 2009).We also conceived two films dedicated to that cause and targeting Young People.

The films were aired on large screens during each rock festival.These films were inviting young people to visit the Abbé Pierre Foundation's stand.Once on the stand, the young visitors were given posters.They were also invited to sign the manifesto called “youngster against bad housing conditions”.

At the end of the day, young people were no longer the target of advertising : they were pleading for it ! and more precisely pleading for these collector posters.