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    The Best Work You May Never See: Where There’s A Will, There’s A Way; TBWAParis, Entourage Create 1st Homeless Person in the Metaverse

    By SHOOTUpdated:No Comments2635 Views

    The Entourage association and its agency TBWAParis have created Will, the First Homeless Person in the Metaverse. Imagined and co-built with Entourage’s Street Committee7, Will comes as close as possible to a fair and non-cartoonish representation of a homeless person or a person in great precariousness. 

    While living in the metaverse, Will issues a real-world challenge in this TV spot. Instead of investing in the metaverse, virtual land and virtual reality, it would be prudent, decent and far more productive, points out Will, to invest in solutions–social media and otherwise–to help address homelessness, to assist people on the precipice and as a result better our society. 

    Through this campaign and the creation of this new kind of spokesperson, Entourage positions itself as “The social network that really is social.” The association puts technology at the service of human relationships with an application that aims to reconnect people and whose technology is used for the benefit of human encounters, ranging from a simple exchange to common and shared activities in the form of convivial events.

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    Credits

    Client  Entourage Jean Marc Potdevin, Lucie De Clerck, Zoé Boissel, Mathilde Borgias, client directors/managers; Agency TBWAParis Benjamin Marchal, Faustin Claverie, executive creative directors; Morgane Alexandre, Sebastien Skrzypczak, art directors; Lea Rivoire, strategy; Emmanuel Sabbagh, chief planning officer. Postproduction Else Younes Chekouh, head of 3D; Severine Damolini, head of postproduction; Olivier Lefebvre, head of music and sound; Ambroise Cabry, sound director; Thomas Jacquet, music art director.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:ElseTBWAParis



    Top Spot of the Week: BBDO, Director Anthony Frattolillo Get “Packing” For The American Red Cross

    Thursday, November 6, 2025

    Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
    holidays alone.

    Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”

    BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
    Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”

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