With the rise of unemployment and rents representing the majority of a households’ budget, all it takes is a job loss to end up on the streets.

This is what the Abbé Pierre Foundation and their agency wanted to demonstrate with this palindrome style video showcasing the two sides of a situation.

The story is of an unfortunate man on the downward path to insecurity, losing his job, his wife and his house, who eventually gets back on track and regains his dignity through the support of the Abbé Pierre Foundation.

Every scene has been shot accurately and tells a different story whether you watch it forwards or backwards.

The reveal is a positive message that avoids the usual miserable portrayals commonly shown in campaigns about poverty.

In France, bad housing is a real problem. Indeed, on top of the 20,000 people living everyday on the streets, statistics show that in France, over 150,000 people are homeless and 4 million live in substandard housing.

The situation of the poorly housed is worse and worse and with winter around the corner, all associations or foundations take the floor about it at the same time. This is why the Abbé Pierre Foundation had to stand out and opted for a positive message.