Başlık | Anne de Gaulle - Board |
Haftanın | Havas Paris |
Kampanya | Paris-Anne de Gaulle |
Reklamcı | Fondation Anne de Gaulle |
Marka | Fondation Anne de Gaulle |
İlk Yayınlanma Tarihi | 2022 / 12 |
Sektör | Charities, Foundations, Volunteers |
hikaye | Charles de Gaulle and his wife Yvonne set up the Fondation Anne de Gaulle in 1945 in honor of their daughter Anne, who was born with Down syndrome. Despite providing residential care and support for people with neurodevelopmental conditions for more than 75 years, the Foundation suffered from a lack of public awareness. Our challenge was to redress the situation and give the Foundation and its worthy social cause the attention it deserves. We did this by shining a spotlight on the lineage and worldwide renown of General de Gaulle through one of the most enduring and international embodiments of this prominent figure in French history: Paris-Charles de Gaulle Airport. How? By temporarily renaming it Paris-Anne De Gaulle Airport. |
hikaye (ana dil) | « Paris-Charles de Gaulle », « Roissy », « CDG »... L’aéroport francilien de Roissy-Charles de Gaulle est connu sous plusieurs noms et le temps d’une semaine, un nouveau s’ajoute à la liste : l’aéroport Paris-Anne de Gaulle. Il a été rebaptisé du nom de la fille handicapée du général de Gaulle, à l’occasion de la journée internationale des personnes handicapées du 3 décembre 2022. Pendant une semaine, l’identité visuelle du sixième aéroport mondial va être transformée pour rappeler que « seule la mobilisation de toute la société permettra (...) de créer une société de l’accompagnement » des personnes handicapées pour mieux les intégrer dans la société. Le changement de nom sera visible sur le fronton extérieur des terminaux 2A et 2B et à l’intérieur des terminaux 2E et 2F. Les voyageurs en provenance de pays francophones entendront, en français et en anglais, le message de bienvenue à l’aéroport Paris-Anne de Gaulle du personnel navigant d’Air France-KLM. |
felsefe | We crafted an extensive indoor and outdoor rebranding to provide an unprecedented and engaging visual immersion for passengers into an entirely revamped airport: each DOOH, each flight information display board, each Airport TV screen, each baggage reclaim area display screen, as well as the road signs around the airport, all showed the name “Paris-Anne de Gaulle”. The key feature of the operation was the name “Paris-Anne de Gaulle” mounted in giant lettering on the frontage of each terminal. This striking – and surprising – image encapsulated our high-impact approach. |
felsefe (ana dil) | |
Sorun | Our strategy and activation enabled the Foundation to reassert its refusal to accept things as they are. In addition, it endorsed the call from other charity organizations for a paradigm shift in the support available for people with disabilities. Worldwide, one in six people live with a disability. In a major world first, we renamed the sixth busiest international airport. |
Sorun (ana dil) | Benjamine de Charles et Yvonne de Gaulle, Anne de Gaulle, était porteuse de trisomie 21. La fondation portant son nom a été créé en 1945 par ses parents pour accueillir et accompagner des personnes présentant un trouble du neurodéveloppement avec ou sans troubles psychiques. |
Sonuç | The main challenge at the heart of the operation was to transform a public space that welcomes more than one million passengers every week. We had to build an experience capable of fitting with the airport’s extremely complex environment and multiple constraints. Our message had to be delivered without impeding on passenger information or compromising security. We succeeded by bringing on-board a major international corporation (ADP), coupled with a flawless production and deployment strategy. |
Medya Türü | Case Study |
Süre | |
Reklam Sorumlusu | Jean Vendroux |
Reklam Sorumlusu | Clarisse Menager |
Yaratıcı Yönetmen | Stéphane Gaubert |
Sanat Yönetmeni | Catherine Labro |
Reklam Yazarı | Florent Roux |
Vice President (VP) | Michel Bettan |
Partner | Sophie Schiari |
Associate Director | Philippine Van Tichelen |
Müşteri Direktörü | Tiphaine Mercier |
Müşteri Direktörü | Tiphaine Armand |
Director of Production Operations | Carine Petit |
Head of TV / Art Buyer | Benjamin Besnainou |
Fotoğrafçı | Charles Mamarot |
Yönetmen | Fabien Faure |
Reklam Sorumlusu | Bertrand Sirven |
Reklam Sorumlusu | Géraud Rabany |
Reklam Sorumlusu | Capucine Lemaire |
Reklam Sorumlusu | Justine Leger |
Reklam Sorumlusu | Fabienne Mazaleyrat |
Reklam Sorumlusu | Fouzia Hadjal |
Reklam Sorumlusu | Laurence Pajot |
Reklam Sorumlusu | Tiphaine Paucot Landelle |
Partner | France Info |
Reklam Sorumlusu | Jean Philippe Baille |
Client Partner | Groupe ADP |
Reklam Sorumlusu | Caroline Talbot |
Reklam Sorumlusu | Philippe Rey |
Reklam Sorumlusu | Jérôme Jadot |
Reklam Sorumlusu | Olivier de Lagarde |
Client Partner | Make it live |
Reklam Sorumlusu | Christophe Pelletier |
Reklam Sorumlusu | Marie Couffon de Trevros |
Reklam Sorumlusu | Mathieu Mercier |
Reklam Sorumlusu | Ronan Le Maire |
Medya Ajansı | Havas Media |