| 标题 | God hates fags |
| 标题 (原始语言) | Dieu |
| 广告公司 | CLM BBDO |
| 广告战役 | Tattoos - France ADOT |
| 广告主 | France Adot |
| 品牌 | France Adot |
| 首次发布日期 | 2010 / 3 |
| 行业领域 | 献血、器官捐赠 |
| 广告口号 | Devenez quelqu'un de bien |
| 广告口号 (原始语言) | It's never too late to become a better person |
| 剧情简介 | These individuals, whom we have identified as skinheads, racists, hooligans or homophobes, all have the same way of embodying their extremism: their tattoos. In this print campaign, the tattoo is struck through by the scar from a post-mortem organ donation, like some kind of redemption |
| 哲学 | France ADOT and CLM-BBDO started out from the observation that this young adult audience is not necessarily sensitive to the question of organ donation, as the related theme of death is fairly remote from their concerns. But the target is very attentive to its image and is looking for a meaning to its existence. So we decided to enhance the image of those who do become donors. Taking out a donor card means thinking about others and showing great generosity. By acting in this way, the holders of the card feel they are doing something good and are good people. The agencys creative staff designed and produced the campaign along those lines. To make the execution of the idea impactful and challenging, the demonstration has to be taken as far as it can go by showing that even the worst individuals can become good people by donating their organs. |
| 问题 | To build awareness of this national cause, mainly among young adults, and to encourage them to have an organ donor card. |
| 媒体类别 | 报纸 |
| 市场 | 法国 |
| 广告经理 | Marie-Claire Paulet |
| 广告经理 | Pierre Noir |
| 执行创意总监 | Gilles Fichteberg |
| 执行创意总监 | Jean-Francois Sacco |
| 客户经理 | Pascal Couvry |
| 客户经理 | Nicolas FABRE |
| 美术指导 | Lucie Valloton |
| 文案 | Julien Perrard |
| Art Buyer | Sylvie Etchemaité |
| 摄影师 | Yann Lepape |
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