| Titre | God hates fags |
| Titre (langue originale) | Dieu |
| Agence | CLM BBDO |
| Campagne | Tattoos - France ADOT |
| Annonceur | France Adot |
| Marque | France Adot |
| Date de première diffusion/publication | 2010 / 3 |
| Secteur d'activité | Don de sang et d'organes |
| Slogan | Devenez quelqu'un de bien |
| Slogan (langue originale) | It's never too late to become a better person |
| Synopsis | These individuals, whom we have identified as skinheads, racists, hooligans or homophobes, all have the same way of embodying their extremism: their tattoos. In this print campaign, the tattoo is struck through by the scar from a post-mortem organ donation, like some kind of redemption |
| Philosophie | France ADOT and CLM-BBDO started out from the observation that this young adult audience is not necessarily sensitive to the question of organ donation, as the related theme of death is fairly remote from their concerns. But the target is very attentive to its image and is looking for a meaning to its existence. So we decided to enhance the image of those who do become donors. Taking out a donor card means thinking about others and showing great generosity. By acting in this way, the holders of the card feel they are doing something good and are good people. The agencys creative staff designed and produced the campaign along those lines. To make the execution of the idea impactful and challenging, the demonstration has to be taken as far as it can go by showing that even the worst individuals can become good people by donating their organs. |
| Problème | To build awareness of this national cause, mainly among young adults, and to encourage them to have an organ donor card. |
| Type de média | Presse quotidienne |
| Marché | France |
| Responsable de la publicité (annonceur) | Marie-Claire Paulet |
| Responsable de la publicité (annonceur) | Pierre Noir |
| Directeur de la création | Gilles Fichteberg |
| Directeur de la création | Jean-Francois Sacco |
| Responsable de budget agence | Pascal Couvry |
| Responsable de budget agence | Nicolas FABRE |
| Directeur artistique | Lucie Valloton |
| Concepteur / rédacteur | Julien Perrard |
| Acheteur d'art | Sylvie Etchemaité |
| Photographe | Yann Lepape |
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