Fondation Anne de Gaulle - "Anne de Gaulle - Board"

Havas Paris

Havas Paris Puteaux, France

1977

This ad is part of the ACT Responsible Collection

Brand: Fondation Anne de Gaulle
Country: France

Advertiser: Fondation Anne de Gaulle

Title	Anne de Gaulle - Board
Agency	Havas Paris
Campaign	Paris-Anne de Gaulle
Advertiser	Fondation Anne de Gaulle
Brand	Fondation Anne de Gaulle
Date of First Broadcast/Publication	2022 / 12
Business Sector	Charities, Foundations, Volunteers
Story	Charles de Gaulle and his wife Yvonne set up the Fondation Anne de Gaulle in 1945 in honor of their daughter Anne, who was born with Down syndrome. Despite providing residential care and support for people with neurodevelopmental conditions for more than 75 years, the Foundation suffered from a lack of public awareness. Our challenge was to redress the situation and give the Foundation and its worthy social cause the attention it deserves. We did this by shining a spotlight on the lineage and worldwide renown of General de Gaulle through one of the most enduring and international embodiments of this prominent figure in French history: Paris-Charles de Gaulle Airport. How? By temporarily renaming it Paris-Anne De Gaulle Airport.
Story (original language)	« Paris-Charles de Gaulle », « Roissy », « CDG »... L’aéroport francilien de Roissy-Charles de Gaulle est connu sous plusieurs noms et le temps d’une semaine, un nouveau s’ajoute à la liste : l’aéroport Paris-Anne de Gaulle. Il a été rebaptisé du nom de la fille handicapée du général de Gaulle, à l’occasion de la journée internationale des personnes handicapées du 3 décembre 2022. Pendant une semaine, l’identité visuelle du sixième aéroport mondial va être transformée pour rappeler que « seule la mobilisation de toute la société permettra (...) de créer une société de l’accompagnement » des personnes handicapées pour mieux les intégrer dans la société. Le changement de nom sera visible sur le fronton extérieur des terminaux 2A et 2B et à l’intérieur des terminaux 2E et 2F. Les voyageurs en provenance de pays francophones entendront, en français et en anglais, le message de bienvenue à l’aéroport Paris-Anne de Gaulle du personnel navigant d’Air France-KLM.
Philosophy	We crafted an extensive indoor and outdoor rebranding to provide an unprecedented and engaging visual immersion for passengers into an entirely revamped airport: each DOOH, each flight information display board, each Airport TV screen, each baggage reclaim area display screen, as well as the road signs around the airport, all showed the name “Paris-Anne de Gaulle”. The key feature of the operation was the name “Paris-Anne de Gaulle” mounted in giant lettering on the frontage of each terminal. This striking – and surprising – image encapsulated our high-impact approach.
Philosophy (original language)
Problem	Our strategy and activation enabled the Foundation to reassert its refusal to accept things as they are. In addition, it endorsed the call from other charity organizations for a paradigm shift in the support available for people with disabilities. Worldwide, one in six people live with a disability. In a major world first, we renamed the sixth busiest international airport.
Problem (original language)	Benjamine de Charles et Yvonne de Gaulle, Anne de Gaulle, était porteuse de trisomie 21. La fondation portant son nom a été créé en 1945 par ses parents pour accueillir et accompagner des personnes présentant un trouble du neurodéveloppement avec ou sans troubles psychiques.
Result	The main challenge at the heart of the operation was to transform a public space that welcomes more than one million passengers every week. We had to build an experience capable of fitting with the airport’s extremely complex environment and multiple constraints. Our message had to be delivered without impeding on passenger information or compromising security. We succeeded by bringing on-board a major international corporation (ADP), coupled with a flawless production and deployment strategy.
Media Type	Case Study
Length	129 seconds
Advertising Manager	Jean Vendroux
Advertising Manager	Clarisse Menager
Executive Creative Director	Stéphane Gaubert
Art Director	Catherine Labro
Copywriter	Florent Roux
Vice President (VP)	Michel Bettan
Partner	Sophie Schiari
Associate Director	Philippine Van Tichelen
Account Director	Tiphaine Mercier
Account Director	Tiphaine Armand
Director of Production Operations	Carine Petit
Head of TV / Art Buyer	Benjamin Besnainou
Photographer	Charles Mamarot
Director	Fabien Faure
Advertising Manager	Bertrand Sirven
Advertising Manager	Géraud Rabany
Advertising Manager	Capucine Lemaire
Advertising Manager	Justine Leger
Advertising Manager	Fabienne Mazaleyrat
Advertising Manager	Fouzia Hadjal
Advertising Manager	Laurence Pajot
Advertising Manager	Tiphaine Paucot Landelle
Partner	France Info
Advertising Manager	Jean Philippe Baille
Client Partner	Groupe ADP
Advertising Manager	Caroline Talbot
Advertising Manager	Philippe Rey
Advertising Manager	Jérôme Jadot
Advertising Manager	Olivier de Lagarde
Client Partner	Make it live
Advertising Manager	Christophe Pelletier
Advertising Manager	Marie Couffon de Trevros
Advertising Manager	Mathieu Mercier
Advertising Manager	Ronan Le Maire
Media Agency	Havas Media