A dive into a courtroom. A child and his teddy bear sit in the defendant’s dock. An absurd verdict is delivered by the judge. Noé, 4 years old, is sentenced for crimes he will commit… in 14 years.
The words, No child should be sentenced to fail, concludes the film and stands as the campaign message.
The film’s protagonist, a 4-year-old child, is judged and condemned by society before having done anything. Because he was not born in the “right” place. Because a label has already been attached to him. This deliberately absurd staging highlights an unjust reality: all too often, a child’s destiny is seen as predetermined, their path set from the very starting line.
The campaign was created by TBWA\Paris for the Apprentis d’Auteuil Foundation, a French organisation that supports disadvantaged youth. The full campaign, covering, cinema, television, outdoor advertising, digital platforms, social media, and the Paris metro aims to reach the widest possible audience, raising awareness among the general public and mobilise donors
“This campaign aims to rally as many people as possible around the foundation and its work to transform the future of the most disadvantaged young people. Everyone deserves a chance, not a pre-emptive sentence,” stated Jean-Baptiste de Chatillon, CEO of Apprentis d’Auteuil.
In an increasingly saturated media landscape, the foundation chose to create a bold and impactful campaign designed to challenge the public on issues of social inequality and the often judgmental attitudes directed at vulnerable young people. It highlights the prejudices faced by some youth for no other reason than their background, family vulnerability, or differing life paths.
“We are in the best position to witness that social inequalities disadvantage young people. Yet, we see every day that this is not inevitable. We believe in their ability to take control of their lives, and in the power of our educational support to help them integrate into society,” de Chatillon added.
The film, produced by Solab and directed by Julien Colonna, director of Le Royaume, draws visual inspiration from the judicial world. The subway posters adopt the style of American mugshots, juxtaposing the innocence of childhood with the symbolic weight of convictions. Also included in the campaign is an interview with prominent French-Canadian independent journalist, video producer, and YouTuber, Gaspard G., on March 19, 2026, featuring the film’s young protagonist. It will highlight the absurdity and injustice of the situation – a child facing social accusations before having committed any wrongdoing.
Credits:
Client: Apprentis d’Auteuil
Client Team: Vanessa de Lauzainghein, Agathe Coustaux, Christian Wintenberger, Marion Labarrière, and Mathilde Chaise
Agency: TBWA\Paris
Executive Creative Director : Faustin Claverie
Art Directors: Olivier Mularski and Sebastien Skrzypczak
Strategic Planners: Nicolas Orsoni and Amélie Pierre
Influence: Audrey Gauthier and Kouresh Sadakaly
Head of Creative Producer & CEO of Else: Maxime Boiron
Creative Producer: Yaëlle Cattan
Agency Leads: Jonathan Serog, Thaïs Martin-Fermaud, Antoine Russier
Film Production: Solab
Director: Julien Colonna
Director of Photography: Antoine Cormier
Post-Production: Else
Post-Producer: Mélanie Bernard
Sound Production House: Else
Head of Music and Sound: Olivier Lefebvre
Sound Director: Fabrice Pouvreau
Print Production: Delphine Blies
Photographer: Aurélien Chauvaud
AI Production: Julien Averty and François Claux
