31 YEARS CELEBRATING THE POWER OF IDEAS
-
SELECT WINNERS YEAR
- Home
- |
- Back to LIA Main Home
Retouching Studio: Digitline, Paris
Corporate Name of Client: Surfrider Foundation Europe
Client Account Manager: Audrey Milhorgne
Agency Account Managers: Clarisse Duchemin/Alexis Bertino
Agency: Young & Rubicam France, Paris
Executive Creative Director: Pierrette Diaz
Copywriter: Eric Esculier
Art Director: Eric Esculier
Head of Production: Rémy Carteret @ RAY
Art Buyer: Claire Nicaise Schindler @ RAY
Photography Studio: Florence Moll & Associée, Paris
Photographer: Laziz Hamani
Illustrators: Førtifem/Agent 002
Retoucher: Romuald Habert
Cultural context : French people are used to throwing their cigarette butts on the ground, without thinking that most of them end up in our ocean, polluting it in the meantime and therefore killing the aquatic animals. A cigarette butt thrown on the ground in the cities always ends up in the ocean, and pollutes 500L of seawater just by itself. In order to raise public awareness, we created a visual shortcut between a common little cigarette butt and its victims. After having carefully picked up butts on the Parisian sidewalk, an artists collective drew or painted the seagull using four different graphic techniques: black-and-white gouache, Indian ink in pen, Rotring pointillism and optic grey lean mine. Despite utilizing their size, which is an exploit itself, these mini-works defy conventions and denounce, raising simple trash to the rank of a piece of art.