The current crisis which places the French in this context of over-solicitation obliges us for this campaign once again to create "brand preference". The target we are trying to reach is a volatile target that gives according to emotions. These are the reasons why the first word of order in our campaign is visibility. It is above all an awareness campaign.

We have taken the opposite approach of societal communications by positioning the Abbé Pierre Foundation as a brand that conveys hope. We wrote a 5 minutes poignant cinematographic film and chose an entertainment option in its form.

We have taken the opposite approach of societal communications by positioning the Abbé Pierre Foundation as a brand that conveys hope. Our idea was not to respond with a classic advertising film but to tell an immersive story, without advertising gimmick, written like a short film. The film tells the story of a young man who finds himself on the streets after a fall-out with his family. He meets a volunteer from the foundation who helps him get back on his feet, find a job and a place to live. With nearly 300 000 people homeless in France, the Foundation's new tagline - "Get off the streets. Get your life back." - is more important than ever in reminding people that housing is the first step towards rebuilding a life. This human story is told by the song "Dis quand reviendras-tu ?" by Barbara.

The idea is to call for donations over a given period of time, but also to promote the association's image and make it known to as many people as possible, especially young people. This campaign therefore aims to have medium and long term effects, reminding us that thanks to our donations and the association, we can help people to find a home and therefore life. The holiday season with Christmas is the time when people are most generous and make the most donations.

For the casting, we saw nearly fifty people before finding our main character. Romain, the hero, was unanimously approved by the accuracy of his acting and his physicality, both brutal and sensitive. A face. All the other roles were the recommendations of the director and the agency. The casting is 100% French, wild and represents the diversity of France.

The idea is to call for donations over a given period of time, but also to promote the association's image and make it known to as many people as possible, especially young people. This campaign therefore aims to have medium and long term effects, reminding us that thanks to our donations and the association, we can help people to find a home and therefore life. We received a very good reception from them : the press, in national French newspapers, on TV shows, on the news...

The Foundation's overall image has been improved (+8 points of consideration), the connection with all targets has been strengthened and the collection of donations has greatly improved (+8% versus 2021). We have changed behaviors by recreating a strong emotional bond with our targets, who have perceived the impact and the societal role of the Foundation with regard to people sleeping on the street.