This campaign for CCFD-Terre Solidaire, first French development NGO, developed by Euro RSCG C&O, Paris, uses surrealism codes in an effective way to surpass the stereotypes associated with people when they are thinking about developing countries like Africa.
CCFD-Terre Solidaire is an association which supports local initiatives in South and East developing countries. The association wanted to make people leave the stereotypes about these countries and think about them in a optimistic way.
The campaign gives the message- Poorer countries deserve more than our outdated stereotypes
So, they created this integrated campaign inspired by Rene Magritte works (a famous surrealist French painter).
For example, the campaign presents a legless person from Calcutta and says-This is not a legless cripple from Calcutta.
This is a defender of rights of untouchables.
CREDITS
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
Via: Ads of the world
