LICRA and Publicis Conseil, Paris, have created a campaign to reaffirm the commitment and vocation of the association, since its creation, in the fight against all types of racism. LICRA stands for Ligue Internationale Contre le Racisme et l’Antisémitisme (the International League Against Racism and Anti-Semitism).
This campaign illustrates how racism has evolved. Because if less and less French people declare themselves as racists, acts unfortunately increase. A new form of racism has qualified as “ordinary,” generating hate which today crystallizes around the fear of the other.
It is fear that often leads to racism. And in our society where continuous information and overexposure to messages have become a norm, this fear is frequently spread.
The LICRA campaign–which includes this spot directed by Akim Laouar via production company Prodigious for Publicis Conseil–looks to give a voice to this fear, to personify it in order to dismantle the extent of its power. Starting from individual prejudices, it tends to show how these fears manipulate our daily behavior.
The film is based on the technology of deepfake and morphing, the faces follow one another and thus illustrate the discourse around the fears conveyed.
By materializing this fear which trivializes racism, LICRA hopes for a collective realization–that our enemy is fear, not our differences.
