International League Against Racism Calls Out Divisive Media In Powerful New Campaign, Via Publicis Conseil

International League Against Racism Calls Out Divisive Media In Powerful New Campaign, Via Publicis Conseil
B&T Magazine
By B&T Magazine



The International League Against Racism and Anti-Semitism (LICRA) has partnered with Publicis Conseil to create a campaign that aims to reaffirm the commitment of the association, in the fight against all types of racism.

Illustrating how racism has evolved, the visual campaign showcases how fewer “French people declare themselves as racist”, which LICRA says has caused racist acts to increase.

The association describes this as, “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,” LICRA adds. “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, the campaign aims to show how these fears tend to manipulate our daily behaviour.

The film is based on the technology of deep fakes and morphing, with the faces following one another and illustrating the discourse around the fears conveyed.

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

Additionally, the campaign also employs prints of each person present in the film, with a message about how connotating their faces or appearances with fear leads to racism. You can check these out below.

Credits for the campaign are as follows:

LICRA

Executive officer: Mario Pierre Stasi

Administrative officer: Stéphane Nivet

President of the strategic committee: Gérard Unger

Communication manager: Arthur Loubatié

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

Productions director: Romain Guilbert

Production director: Charles Ramaré

Production director: 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




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