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Creative

Compelling LICRA Campaign Gives Voice to Fear in Fight against Racism

Publicis Conseil's PSA personifies fear to show how it manipulates our daily behaviour, starting from individual prejudices

Compelling LICRA Campaign Gives Voice to Fear in Fight against Racism

LICRA and Publicis Conseil have created a campaign to reaffirm the commitment and vocation of the association, since its creation, in the fight against all types of racism and thus to assert the 'R' of the International League Against Racism and Anti-Semitism - or in French, Ligue Internationale Contre le Racisme et l’Antisémitisme (LICRA).

This campaign illustrates how racism has evolved. Because if less and less French people declare themselves as racists, acts unfortunately increase. A new form of racism qualified as 'ordinary' and a generated hatred which today crystallises around the fear of the other. Because it is fear that often leads to racism. And in our society where continuous information and overexposure to messages have become a norm, this fear is frequently spread. Often irrational, manipulative and intrusive, it takes on the face of current affairs, debates and theories to interfere in our subconscious and still too frequently lead us to racism.

In this campaign, Publicis Conseil and LICRA wanted to give a voice to this fear, to personify it in order to dismantle the extent of its power. Starting from individual prejudices, it tends to show how these fears manipulate our daily behaviour.


The film is based on the technology of deepfake and morphing, the faces follow one another and thus illustrate the discourse around the fears conveyed.

By materialising the fear which trivialises racism, the LICRA hopes for a collective awareness: our enemy is fear, not the difference.

Featured Companies: Prodigious

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Client

Client: LICRA

Executive Officer: Mario Pierre Stasi

Administrative Officer: Stéphane Nivet

President of the Strategic Committee: Gérard Unger

Communication Manager: Arthur Loubatié

Agency

Agency: Publicis Conseil

President overseeing creativity: Marco Venturelli

VP Publicis Conseil: Alexandra Evan

Art Director: Clément Palouzier

Copywriter: Antoine Querolle

Strategic Planner: Didier Tavares

Executive Director: Gaëlle Morvan

Account Manager: Laurent Enet

Account Manager Assistant: Aurélie Guine

Process Manager: Claire Diot

FILM PRODUCTION

Production: Prodigious

Director: Akim Laouar

DOP: Christophe Grelier

Producer: Thierry Delesalle

Production Directors: Romain Guilbert, Charles Ramaré and Luc Annest

PRINT PRODUCTION

Photographer: Philippe Gueguen

Art Buyer Director: Nathalie Maudet

Art Buyer: Nathalie Benchetrit

Retoucher: Sophie Cazade (La Souris)

TECHNIC

Studio: Les studios de la Montjoie

Studio Producer: Xavier Pleche

LED Screens: MursDeLeds

Robot: Neo Motion control

1st Director Assistant: Alexandra Kan

2nd Director Assistant: Antoine Gay

1st Machine Operator assistant: Fabienne Delaleau

Electrician Chief: Benoit Dupont

Casting Director: Mourad Framera

POST PRODUCTION – SOUND

Studio: Prodigious

Studio Assistant: Arnaud Galabbe

Sound Engineer: Laurent Lavaud

Sound Design: James Vacherot

Sound Producer: Remy Dorne

POST PRODUCTION - IMAGE

Studio: Reepost

Edit: Jordan AMICELLE

Calibration: Lydia LOPEZ

Flame: Adrien LEPINEAU, Eric ALCUVILLA

Post Producer: Loundja OUSSANA

COMPOSER: Max Zippel

Category: Corporate, Social and PSAs , Diversity and Inclusion