| Title | Fuck The Poor |
| Agency | Publicis London |
| Campaign | Fuck The Poor |
| Advertiser | The Pilion Trust |
| Brand | The Pilion Trust |
| Date of First Broadcast/Publication | 2014 / 3 |
| Business Sector | Charities, Foundations, Volunteers |
| Tagline | We know you care. Please care enough to give. |
| 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. |
| Media Type | Web Film |
| Length | |
| Post Production | Absolute Post |
| Editing Company | Marshall Street Editors |
| Audio Post Production | Wave Studios |
| Creative Director | Andy Bird |
| Art Director | Jolyon Finch |
| Copywriter | Steve Moss |
| Agency Producer | Sam Holmes |
| Director | Jonathan Pearson |
| Production Company | Supergoober |
| Executive Producer | Colin Hickson |
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