APF France's steps to equality
The painful exclusion from everyday activities experienced by people with disabilities is exposed in this emotionally charged campaign.
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Credits
powered by
- Agency Babel/Paris
- Production Company Animal Animal
- Director James Maciver
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Credits
powered by
- Agency Babel/Paris
- Production Company Animal Animal
- Director James Maciver
- Post Production Reepost
- Sound Bel Air Media
- Creative Director Jean-Laurent Py
- Art Director Julian Brice
- Producer Jeanne Halfon
- Producer Oriana Berzig
- Producer Vincent Thiesset
- Producer Noe Lefebvre
- Copywriter Fred Lutge
Credits
powered by
- Agency Babel/Paris
- Production Company Animal Animal
- Director James Maciver
- Post Production Reepost
- Sound Bel Air Media
- Creative Director Jean-Laurent Py
- Art Director Julian Brice
- Producer Jeanne Halfon
- Producer Oriana Berzig
- Producer Vincent Thiesset
- Producer Noe Lefebvre
- Copywriter Fred Lutge
Dancer Hamid Allouache plays the central role of a man who is constantly reminded of his situation by daily exclusion in this powerful and well-made spot for French disability association APF France.
Allouache, a former stage manager for Le Ballet de l'Opéra de Paris who has been paraplegic since 2016, portrays the role with grace and delicacy, aided by a cracking concept from agency Babel and direction from Animal Animal's James Maciver.
“Exclusion and everyday obstacles are all moments during which people with disabilities are forced to face their disability," explains Jean-Laurent Py, Creative Director, Babel. "It feels like a perpetual return to square one, which prevents them from moving forward in life. This is what we wanted to express and fight, with this symbolic idea of The Fall which is repeated over and over."
