Challenge:

How to address the fact that 1% of the richest people owns 50% of global wealth, and at the same time, makes Oxfam, a major NGO in the UK and US, identifiable in France, where the association suffers from a clear lack of awareness?

Solution:

Positioning Oxfam on a clear and ownable fight: the struggle against inequalities,

by adapting the topic of inequalities to our daily lives.

We decided to create a stunt to experience the inequalities, by making a parallel between an absurd inequality that we created for the social experiment, and economical inequality.

For that, we hacked a Parisian Café that looks normal at first glace, but when people wanted to have a sit and order a coffee, the waiter told they were not appropriately dressed, or asked for your tax sheet, and told you that the terrace is restricted to the club: the 1% richest people.

Besides the stunt, we also created posters to address other issues, like Christmas gift or Netflix series. Asking people simple question: if you don't accept that this terrace is reserved to the 1% richest, why do you accept that the world economy is reserved to the same 1%?

Large audience. Our campaign talked to all people that are not part of the club of the 1% richest people :)

During a whole day, we put hidden cameras and a fake waiter on a Parisian terrace in the 2nd district of Paris.

We filmed reactions and indignation of the people when our waiter explained them they couldn't sit, due to their outfit, their look, their level of revenue, because our terrace was restricted to the club of the 1% richest people.

Besides the stunt, we created posters to talk about other inequalities, showing golden objects, to illustrate the restricted aspect of the headlines.

12k€ of media investments

Dozens of live reactions and indignations during the stunt.

More than 8 millions of cumulative views (we did a captation of the terrace's stunt that is in french only, parts of it are in the case study).