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Fuck The Poor

headlinecnen
We know you care. Please care enough to give.
basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Published:Mar., 2014
Market:United Kingdom
Style: Minimalism
descriptioncnen
Story
A man wearing sign saying: “Fuck the poor” was sent out to the streets of the capital as part of a campaign for the charity by Publicis. Londoners were secretly filmed taking the man to task for the offensive statement.
Afterwards, the man flipped his sign over so that it read: “Help the poor” and he proceeded to ask for donations - but this time people completely ignored him.
Philosophy
The Pilion Trust, a charity that helps some of the poorest and most vulnerable, has conducted a social experiment on the people of London to see if we really do care about those who are less fortunate.
credit
Brand:
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Executive Creative Director:
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Other credit:Agency Executive Producer: Colin Hickson
Head of Art: Andy Breese
awards
D&AD 2015
Graphite Pencil Direct
Direct Response/Film Advertising
The Kinsale Shark Awards 2014
Silver Film
Return on investment
The Kinsale Shark Awards 2014
Bronze Media
Viral film designed for user-distribution
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