BUY A LIE
Secours Populaire
Creative concept
Art direction
Digital activation
TV Campaign
1 out of 5 children lives under the poverty line. They experience Christmas with sadness because they are not receiving gifts.
After the holiday season, kids reunite in the playground to talk about what presents they received. Some children lie and invent gifts they didn’t get to fit in with their friends.
To fight against this sad reality, we hacked Instagram's shopping option by publishing the kids’ lies and their pictures with the possibility of buying their lies which will turn into a donation to buy them presents. To support this digital activation, we made a TV commercial to raise awareness nationally and get more donations for needy children.
TV commercial:
Digital activation:
Through social media and with the support of multiple French celebrities, the hashtag #achèteunmensonge (#buyalie) has generated:
7 million impressions
The campaign raised awareness about poverty in France and aroused emotion toward this sad situation, making Secours Populaire reach:
1 million euros in donation
Agency: Publicis Conseil / Art director: Arielle Lucantonio, Alice Barthélemy, Solenn Hasselweiler, Marine Badel