People ignore the plights of the homeless. Some because it’s uncomfortable. Some because of stigma. A few because of hate. Rosa Paris and the Foundation for Housing have made the homelessness unignorable. No one ignores Santa.
As the holidays approach in the city with their festive lights and shop windows overflowing with toys, the Foundation for Housing wants to remind us of a truth that the magic of Christmas can sometimes make easy to ignore. For more than 300,000 people without a home, this period – especially in the northern hemisphere winter – is one of survival.
For the first time, the Foundation for Housing and Rosa Paris have chosen to break away from the conventions of traditional Christmas advertising. This approach positions the Foundation in a space usually occupied by major brands, strengthening its visibility. Set against the bright, joyful atmosphere of the holidays, the contrast is all the more striking. A character the crowd passes by but whom no one truly sees. A raw and unsettling portrait of life on the street told through Santa Claus.
The film shows the street as it truly is – harsh, violent, and dangerous – and the toll it takes on those who live there. The magic of Christmas gives way to a cruel and disenchanted reality.
The film, directed by by Lola Quivoron (Rodéo), with cinematography by Paul Guilhaume (winner of the 2025 César Award for Emilia Perez) and produced by Wanda Production, is designed to hit hearts with visceral realism and unflinching honesty.
The campaign launched in France on December 17 across digital platforms, cinema, VOD, TV, radio, and social media, aiming to raise awareness and encourage everyone to support the Foundation’s day-to-day work with people experiencing homelessness.
Credits
Client: Foundation for Housing
Director of Communications: Yves Colin
Agency: ROSA PARIS
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Creative Directors: Gilles Fichteberg, Jean-François Sacco
Client Services Director: Dorothée Mianet
Copywriter: Sébastien Mertens
Art Director: Sébastien Mertens
Account Director: Lou Arrighi
Strategic Planner: Alix Galinier
Head of Production: Elodie Jonquille
TV Producer: Héloïse Duquenoy
Director of Communications: Lauren Weber
Communications Manager: Valentine Francheteau
Production Company: WANDA
Director: Lola Quivoron
Director of Photography: Paul Guilhaume
Producer: Fiona Bartel
Production Director: Yannick Le Bot
Post-production: WANDA
Editor: Tianes Montasser
Colour Grading: Arthur Paux
Sound Mix: Schmooze
