| Title | The Fall (English Subt.) |
| Title (original language) | La Chute (ST anglais) |
| Agency | BABEL |
| Campaign | The Fall |
| Advertiser | APF France Handicap |
| Brand | APF France Handicap |
| Date of First Broadcast/Publication | 2021 / 12 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | The Fall shows the anguish experienced by a wheelchair user, including inaccessible shelves in supermarkets, job interview rejection and limited health care support. Each set-back triggers a flash-back to the moment of his tragic accident when he fell backwards down a long flight of stone steps. The role is played by dancer Hamid Allouache, a former stage manager for Le Ballet de l'Opéra de Paris who has been paraplegic since 2016 when he suffered a spinal injury. He now dances for the likes of choreographers Akram Khan and Sadeck (Waff) Berrabah for the Tokyo Olympics 2020. |
| Story (original language) | Diffusé en TV et en digital à partir du 10 décembre, journée internationale des droits de l’homme, l’association montre que les idées préconçues, les obstacles et exclusions du quotidien de la société sont un problème majeur pour les personnes en situation de handicap, les empêchant d’avoir les mêmes droits et les mêmes chances que les autres. Une idée résumée dans un message de campagne fort : Le plus difficile ce n’est pas notre handicap mais l’exclusion qu’on nous impose. |
| Problem | The painful exclusion from everyday activities experienced by people with disabilities is exposed in an emotionally charged campaign The Fall for the French disability association APF France. |
| Media Type | Television |
| Length | |
| Brand Manager | Matthieu Angevin |
| Project Director | Pauline Leborgne |
| Creative Director | Jean-Laurent Py |
| Art Director | Julian Brice |
| Copywriter | Frédéric Lutgé |
| Head of TV | Jeanne Halfon |
| Head of TV | Oriana Berzig |
| Director | James Maciver |
| Production Company | Animal Animal |
| Producer | Vincent Thiesset |
| Producer | Noé Lefebvre |
| Post Production | Reepost |
| Sound | Bel Air Paris |
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