Cannes Lions
6:AM, Levallois / CROIX ROUGE / 2012
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Nowadays, there are many associations which communicate to collect funds and people often prefer donating to small local associations rather than to 'big machines' like La Croix Rouge Française (French Red Cross). The aim is to make people realize the power of a simple donation to La Croix Rouge Française. The film follows a simple coin on its path after it has been inserted in a collection box of La Croix Rouge Française. It will trigger a series of chain reactions in an overall mechanism (actually built for the shooting!) representing the different fields of intervention of La Croix Rouge Française. As the mechanism runs out of steam, a new donation by cheque restarts this help chain. Note the superimposed texts directly integrated in the set, e.g. '86 000 dependant people backed in our centres' made from x-rays to fit in the medical universe filmed. A last donation -online thistime restarts the machine again. Everyday items are used to illustrate the various actions of La Croix Rouge Française.The tone of the film: poetry and emotion working for action. The set is plain and sober, with just a dreamy touch so the attention is focused on the machine
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