This is not a poor African.
This is an entrepreneur.
Poorer countries deserve more than our outdated stereotypes.
We have launched this month a global campaign (outdoor, print, web, radio) in France for the non-profit association CCFD-Terre Solidaire, first French development NGO. This association supports local initiatives in South and East developing countries. This new campaign invites us to look at these countries in a different way and to go past our stereotypes through an optimistic and original creation. To fight against stereotypes, the campaign borrows the Surrealism codes. The creative message breaks the codes commonly affiliated with the industry. The 3 prints and outdoors are inspired by Rene Magritte works (a famous surrealist French painter) to play with reality and the way we represent it. So, for example what is believed to be an ass bowl of Calcutta is in fact a defender of the rights of untouchables. «The South deserves better than our cliché» signs the campaign. «The association’s reality and its beliefs have inspired our creation. We chose to take a fresh and different tone with an original creation» said Olivier Mouliérac & Jérôme Galinha, Euro RSCG C&O Creative Directors.
Advertising Agency: Euro RSCG C&O, Paris, France
Creative Directors: Olivier Moulierac, Jérôme Galinha
Art Director: Catherine Labro
Copywriter: Capucine Lewalle
Production: Corinne Dutoit-Costa
CCFD Managers: Pierre Laurent, Yann- Patrick Bazire
Agency Managers: Agathe Bousquet, Benoit Lozé, Brune Buonomano
Published: February 2010