Each year, Paris City Hall recruits 200 young people between the ages of 16 and 25 for public service opportunities. This program allows young adults to commit themselves to paid opportunities that Parisians can all appreciate.
For this new campaign, the artistic direction of the photoshoot we opted for makes use of urban codes found in the world of fashion and music. Shot from a low-angle, people are shown arms folded across their chests, ready for their civic duty.
The catchphrase we worked on uses the language of 16-25-year-olds with an emphasis on the value of investing in their community. Atypical graphical leanings for an institutional campaign.