The Human Billboard by Leo Burnett Paris for Le Cran

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The Human Billboard

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market France
Agency Leo Burnett Paris
Executive Creative Director Kurt Novack
Creative Director David Martin Angelus
Art Director Mohamed Bareche
Copywriter Montassar Chlaika
Photographer Celine Barrere, Cécile Simon
Production Blacktool
Director Brieuc Dupont, Clément Langlais
Released May 2017

Credits & Description

Category: Public Interest, NGO
Media: Outdoor
Campaign : THE HUMAN BILLBOARD
Advertiser : LE CRAN
Agency : Leo Burnett Paris
Executive Creative Director : Kurt Novack
Creative Director: David Martin Angelus
Art Director : Mohamed Bareche
Assistant Art Director : Clément Bellanger
Copywriter: Montassar Chlaika
Digital Art Director : Julien Divialle
Social Media Manager : Emmanuelle Cabrera
PR Manager : Cécile Ravaux / Anne Rabasse
Responsable Annonceur : Louis Georges Tin / Pierre Mbom
Production Company : BlackTool
Directors : Clément Langlais/ Brieuc Dupont
Chef Opérateur : Olivier Guerbois
1er assistant Caméra : Felix Marmorat
Chef Déco : Nicolas Fabiani
Production Manager : Adrienne Marquet
Make up artist : Vincent Laxenaire/Anna Delcroix
Photographer : Celine Barrere/Cécile Simon
Description:
On April 24th, the day following the first round of the presidential elections, Leo Burnett France and the CRAN launched a campaign against racist abuse. A black man, whose body had been covered with tattooed insults, walked all around Paris to make French people think again about racism. Racist insults leave real emotional scars that often never disappear. In order to illustrate this, Leo Burnett France collected testimonies of people that have been victim to racist insults that they’ve never forgotten. Including celebrated TV journalists Harry Roselmack, Audrey Pulvar as well as other citizens that have been affected. These insults — collected via social media (Facebook, Twitter), individual interviews and audio testimonies — 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. Leo Burnett France and the CRAN is creating this stunt because racism was hardly mentioned during the presidential debates; an absence that is all the more astonishing as more and more French people are being drawn by extremist parties, and that several dramatic incidents (the Adama Traoré affair, the Theo case, the Balotelli affair with the monkey cries in stadiums, etc.) linked to racism have marked.