Following the first round of presidential elections in France, Leo Burnett France and the CRAN have launched an awareness campaign against racism. The campaign highlights the harshness of racial discrimination. A man tattooed with racist insults all over his face and body walked around Paris to remind the French that racist insults leave lasting marks that are impossible to forget.
“With this campaign #jeffaceleracisme, we want to alert the French to racist insults, the impact of which is often underestimated,” explained Louis Georges Tin, president of the CRAN, in a statement.
Leo Burnett France has also collected testimonies of people, including celebrated TV journalists Harry Roselmack, Audrey Pulvar, that have experienced racist insults that they’ve never forgotten. These included celebrated TV journalists Harry Roselmack, Audrey Pulvar as well as others.
The insults collected via social media include individual interviews and audio testimonies. They were then tattooed onto the body of a man, transforming him into a ‘human billboard’, like a living canvas, in order to highlight these invisible wounds.
On April 24th, the ‘Human Billboard’ was at the Place de La République at 10am. He distributed leaflets to deliver the message of the campaign to passersby. The digital communication campaign started on the 22nd April on social media and a website.
ADVERTISER: LE CRAN
SOCIAL: Emmanuelle Cabrera
EXECUTIVE CREATIVE DIRECTOR: Kurt Novack
DIGITAL ART DIRECTOR: Julien Divialle
CREATIVE DIRECTOR: David Martin Angelus
CREATIVE AGENCY: Leo Burnett France
COPYWRITER: Montassar Chlaika
ART DIRECTOR: Mohamed Bareche, (Assist) Clément Bellanger
STYLIST: Nicolas Fabiani
PRODUCTION MANAGER: Adrienne Marquet
PRODUCTION COMPANY: BlackTool
PHOTOGRAPHER : Celine Barrere/Cécile Simon
DOP: Olivier Guerbois
DIRECTOR: Clément Langlais/ Brieuc Dupont