Alternative title: La Photo De Classe Vide
Advertiser: DRIEA
Agency: Serviceplan France
Creative Director: Daniel Perez
Creative concept: François Lesaint
Artistic Director: Andréa Texeira
Designer & Editor: Chloe Rosiaux
Agency Manager: Véronique Domas
Published: January 2018
Synopsis:
The shocking figure of children who are injured or die annually in road traffic accidents in Ile- de-France is around 30 - the equivalent of one entire class of pupils. Daniel Perez, Creative Director, Serviceplan France explains: “We wanted to highlight - in the most impactful way - the terrible figure of 30 children injured or killed on their way or back to school each year in the Parisian area. We thought that nothing would better illustrate the scale of this figure than the image of an empty classroom”.
This distressing fact was emphasized in a Serviceplan France campaign, which involved obscuring the usual school class group photo with a photograph of empty school
benches. When parents removed the blank school photograph, they uncovered the actual class photo. By presenting the frightening image of an empty school photo, the message of road safety was emphasized in a powerful way.