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:
Executive officer: Mario Pierre Stasi
Administrative officer: Stéphane Nivet
President of the strategic committee: Gérard Unger
Communication manager: Arthur Loubatié
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
Director: Akim Laouar
DOP: Christophe Grelier
Producer: Thierry Delesalle
Productions director: Romain Guilbert
Production director: Charles Ramaré
Production director: Luc Annest
Photographer: Philippe Gueguen
Art buyer director: Nathalie Maudet
Art buyer: Nathalie Benchetrit
Retoucher: Sophie Cazade (La Souris)
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 assistant: Arnaud Galabbe
Sound engineer: Laurent Lavaud
Sound design: James Vacherot
Sound producer: Remy Dorne
Post-production – image
Edit: Jordan AMICELLE
Calibration: Lydia LOPEZ
Flame: Adrien LEPINEAU, Eric ALCUVILLA
Post producer: Loundja OUSSANA
COMPOSER: Max Zippel
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