Leo Burnett Paris' Anti-Racism Living Billboard

The agency created J'efface le Racisme [I Erase Racism] for Le CRAN, or 'Conseil représentatif des associations noires de France' [French Black National Organization]. For the campaign, Leo Burnett Paris covered a man with tattoos featuring abusive, racist names he had been called. He then walked through Paris shirtless on April 24th, the day after the Front nationale won the first round of the French presidential elections.

In the case study film, directed by Clement Langlais and Brieuc Dupont of Blacktool, we see people of colour giving their testimonies as to the names they have been called, cut with images of the man having these words written on his body. This man then goes onto the streets of Paris, drawing attention to the racism that had just been normalised through the previous day's vote and drawing people's attention to the campaign site, where they could see testimonies from victims of racism and donate to Le CRAN.

Louis Georges Tin, CRAN president said of the campaign, "we want to alert the French to racist insults, the impact of which are often underestimated.”

Click here to see another recent anti-racism campaign from Leo Burnett France.