The One Show
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Category
B2B Communications
Annual ID
OS24_EX069M
About the Work
In France, “La Banlieue“ refers to the entire region around Paris. But negative media coverage gave it a bad reputation, as a place filled with violence & poverty. These stereotypes even invaded Midjourney: adding “la banlieue” to any prompt turns the image generated into a nightmare. Heetch, the Uber challenger from la banlieue, wanted to fix this bias. But how to change an AI that does not even know we exist?
Introducing Greetings from la banlieue: the protest that made 12,5 million banlieue inhabitants convince Midjourney employees to fix the banlieue bias… by sending them postcards.
Introducing Greetings from la banlieue: the protest that made 12,5 million banlieue inhabitants convince Midjourney employees to fix the banlieue bias… by sending them postcards.
2024 Awards
Total Points: 3
Merit
Credits
Agency
BETC Paris
Client / Brand
Heetch / Paris
Production Company
Sovage / Paris
Art Director
Charles Dessaux
Chief Creative Officer
Stephane Xiberras
Composer
Kamel Souiki
Copywriter
Sebastien Duhaud
Matthieu Bouilhot
Director
Julian Nodolwsky
Executive Creative Director
Olivier Aumard
Photographer
Vincent Migrenne
Strategist
Bilel Mahjoub
Strategy Director
Armonie Sanders
Agency Producer
Sebastien Lintingre
Agency Management
Mathieu Laugier
Aude Devaux
Lara Lefort
Brand Management
Benjamin Sousa
Hector Gruyer
Renaud Berthe
Sound Design Company
GUM / Paris
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