GMF: We Stand For Those Who

To commemorate and celebrate the tireless and often selfless work of public service workers, TBWA Paris has created a spot that showcases the compassionate actions made by everyday people.

Breaking up a fight, stopping for someone with a broken vehicle or helping someone with their luggage are just some of the actions that may go unnoticed on a day-to-day basis.

Director Frédéric Planchon adopts a people-first approach in this spot for GMF, the insurer of public sector workers - which is reflective of how the organisation functions.

Following the release of the promo, an accompanying print campaign shot by photographer Damien de Blinkk will also be unveiled. It will document some of the most associated professions of public sector workers including hospital staff, firefighters, teachers and members of the military.