Print ad: CCFD-Terre Solidaire: Africa

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The non-profit association CCFD–Terre Solidaire, first French development NGO, supports local initiatives in South and East developing countries. Their new campaign invites us to look at these countries in a different way and to go past our stereotypes through an optimistic and original creation made by Euro RSCG C&O agency. To fight against stereotypes, the campaign borrows the Surrealism codes. The creative message breaks the codes commonly affiliated with the industry. The 3 prints are inspired by Rene Magritte works (a famous surrealist French painter) to play with reality and the way we represent it. So, for example what is believed to be an ass bowl of Calcutta is in fact a defender of the rights of untouchables. "The South deserves better than our cliché" signs the campaign.