Creative Showcase

Winter 08 / Abbe Pierre Foundation

Submitted By Marie Barbier

Description

In France, over six million people are living in terrible conditions, and this
number is only increasing as the crisis persists. For some people, housing
space is so scarce that families of four are living in 12sqm spaces and
families of three have no choice but to live in a room the size of a typical
parking space.
To make the citizens of France aware of these terrible situations, BDDP
Unlimited launched a national campaign. The creatives took the average living space of underprivileged
families and measured various media spaces. What they found was,
the 12sqm that families of four are living in is the equivalent of the size
of a traditional outdoor poster. So, they simply re-created a typical
living space to size and used it as their outdoor posters. An immediate
emotional connection was made and audiences were able to literally
peek into other people’s unfortunate lives.
A 6sqm bus shelter ad shell was also used, showing the
actual width of a man’s living quarters. And within 7sqm
parking spaces, a floor installation depicts a three-person
family home. Many of these parking spaces were directly
facing the National Assembly, the Stock Exchange, the
Mayor’s office and the Court House in Paris.

Objective

The business objective for this work was to increase donators to give money to the association.

Credits

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