The Service Civique is a state device that enables 16-25 years old people to take some social action (help the homeless, restore monuments, build houses…) TBWA\Paris is taking part of this intervention with a media arts operation, taking place in the street : the Service Civique choose the clean tag technique to convey its message, away from traditional ways. Clean tag is a technique consisting in washing a wall following a stencil. The clean zone then pops out, like a tag. This technique acts in complete coherence with the message the Service Civique conveys.
Advertising Agency: TBWA/PARIS, France Creative Directors: Rémi Noel, Eric Holden Art Director: Mohamed bareche Copywriter: Daniel Perez Published: February 2012via adsoftheworld.com