| Brief | Most campaigns against violence against women, are violent themselves. But it doesn't leave a mark on the minds.The idea here is to put the audience in a light, friendly and relaxed context to shock even more.The film shows the use of a fictional app as all uses do: watching is simple, it's great. . . none of the actors scream, are demonstrative or violent and yet they make you feel uncomfortable.It is insidiously that they explain to us in turn how they decide, deprive or force their wives.It is by keeping this detached and simply demonstrative tone that the campaign marks the minds, it is the embarrassment caused by simple men, ordinary in their daily lives without even showing women that we shock and disturb but also that we mark. |
| Story | Economic violence is often the first manifestation of domestic violence:expenditure control, economic blackmail, deprivation of resources. . . they take various forms but remain too little identified and recognized because they are often masked by verbal, psychological, physical, sexual or administrative abuse.The Fédération Nationale Solidarité Femme (FNSF) and its national hotline for women (3919), partnered with Leo Burnett to mobilize and raise awareness of the world’s largest the impact of this type of violence.EyeMoney, the app that embodies economic violence far from the existing campaigns against domestic violence, here it was a question of materializingeconomic violence, in order to denounce its insidious nature.To this end, we have designed a campaign featuring a fictitious app:EyeMoney. Modern, practical and benevolent in appearance, it offers men incontrol their spouse’s money and deprive them of their resources with one click. |
