| Titre | Fuck The Poor |
| Agence | Publicis London |
| Campagne | Fuck The Poor |
| Annonceur | The Pilion Trust |
| Marque | The Pilion Trust |
| Date de première diffusion/publication | 2014 / 3 |
| Secteur d'activité | Associations caritatives, fondations, volontariat |
| Slogan | We know you care. Please care enough to give. |
| Synopsis | A man wearing sign saying: “Fuck the poor” was sent out to the streets of the capital as part of a campaign for the charity by Publicis. Londoners were secretly filmed taking the man to task for the offensive statement. Afterwards, the man flipped his sign over so that it read: “Help the poor” and he proceeded to ask for donations - but this time people completely ignored him. |
| Philosophie | The Pilion Trust, a charity that helps some of the poorest and most vulnerable, has conducted a social experiment on the people of London to see if we really do care about those who are less fortunate. |
| Type de média | Etude de cas |
| Longueur | |
| Post production | Absolute Post |
| Montage | Marshall Street Editors |
| Post-Production audio | Wave Studios |
| Directeur de création | Andy Bird |
| Directeur artistique | Jolyon Finch |
| Concepteur / rédacteur | Steve Moss |
| Producteur, agence | Sam Holmes |
| Réalisateur | Jonathan Pearson |
| Maison de production | Supergoober |
| Producteur exécutif | Colin Hickson |
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