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Creative

France 'Are the Champions' of Abandoned Animals in This Heartbreaking Ad

lbbonline.com, Fri, Jun 28, 2019

Altmann + Pacreau hit hard with a new awareness campaign for the 30 Millions d’Amis Foundation

France 'Are the Champions' of Abandoned Animals in This Heartbreaking Ad

With 100,000 animals abandoned per year - including 60,000 during summer holidays - France sadly outperforms across Europe with its number of abandoned animals. This figure has now been used to launch a new campaign for the 30 Millions d’Amis Foundation.

After striking the chord with last year's pet abandonment campaign (reaching more than 45 million views on social media), the Foundation and its agency Altmann + Pacreau have decided to hit hard this year to prompt a surge of national spirit.



The new film, directed by the multi-awarded collective Megaforce and produced by Iconoclast, sees various protagonists abandoning their companions while singing 'We Are The Champions.' Usually a source of pride during Football World Cups, the iconic song instead stirs up embarrassment and shame in this new context.

The campaign was launched on June 18th, on TV in a 1-minute format, on digital in its full version, and outdoor.
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Music

Song: "We are the Champions" (F. Mercury) © 1977 Queen Music Ltd - With kind permission of Editions EMI Music Publishing France

Post Production / VFX

Post Production Company: Iconoclast

Production Company

Production Company: Iconoclast

Director: Mégaforce

Producer: Jean Duhamel

Director of Production: Mélodie Buchris

Sound

Sound Company: Schmooze

Client

Advertiser: Fondation 30 Millions d’Amis

Client Team: Reha Hutin / Jean-François Legueulle / Diederick Grolleau / Rénald Feré

Creative Agency

Creative Agency: Altmann + Pacreau

Creative Director: Olivier Altmann

Art Director: Anthony Lietart

Copywriter: Dimitri Lucas

Account Managers: Edouard Pacreau / Claire Roy-Thermes / Anna Sageloly / Guillaume Lhoste

TV Producer: Jessica Piergiovanni

Category: Awareness , Corporate, Social and PSAs

Genre: Music performance , People