This project was created as part of the annual advertising competition Mademoiselle Pitch. Working in a group of three, we chose to approach the winter campaign for the Samu Social de Paris from an optimistic and empathetic perspective. Since the campaign is about people, we asked ourselves: why not ask them directly?

By highlighting the daily work of the Samu Social and its core values, we aimed to create posters that actively engage passersby, questioning the meaning of help, love and support. With this in mind, we adopted a direct tone to establish a sense of closeness with the audience, placing people at the heart of our campaign.