Sentenced to fail
Apprentis d’Auteuil, a charity for disadvantaged youth, launches a striking campaign that highlights the injustice of kids being condemned by society before having done anything.
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Credits
View on- Agency TBWA/Paris
- Production Company Solab Films
- Director Julien Colonna
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Credits
View on- Agency TBWA/Paris
- Production Company Solab Films
- Director Julien Colonna
- Production Agency ELSE (In-House at TBWA France)
- Post Production/Sound ELSE (In-House at TBWA France)
- Post Producer Melanie Bernard
- Head of Sound/Music Olivier Lefebvre
- Sound Director Fabrice Pouvreau
- Executive Creative Director Faustin Claverie
- Art Director Olivier Mularski
- Art Director Sebastien Skrzypczak
- CEO/Producer Maxime Boiron
- Producer Yaelle Cattan
- DP Antoine Cormier
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA/Paris
- Production Company Solab Films
- Director Julien Colonna
- Production Agency ELSE (In-House at TBWA France)
- Post Production/Sound ELSE (In-House at TBWA France)
- Post Producer Melanie Bernard
- Head of Sound/Music Olivier Lefebvre
- Sound Director Fabrice Pouvreau
- Executive Creative Director Faustin Claverie
- Art Director Olivier Mularski
- Art Director Sebastien Skrzypczak
- CEO/Producer Maxime Boiron
- Producer Yaelle Cattan
- DP Antoine Cormier
Created for Apprentis d’Auteuil by TBWA\Paris, the campaign challenges negative perceptions of vulnerable youth by juxtaposing the innocence of the sweet tots with the symbolic weight of a legal conviction.
The hero film, The Judgement, produced by Solab and directed by Julien Colonna, depicts a child sitting in a courtroom clutching his teddy bear. At just four years old, he is sentenced – not for what he has done, but for his projected destiny – a drug dealer.
It’s a stark reminder that prejudice tied to background, family circumstances, or social labels can shape how a child is judged and define their destinies. Along with the film, activations include digital, social media and heartbreaking US mugshot-style posters (below).
