Asphaltisation

For Samusocial, the French emergency service helping the homeless, Publicis Conseil created a shock press and display campaign based on the concept of ‘asphaltisation’. It’s a word that means all the physical and mental symptoms developed by people living on the street: loss of orientation in time and space, loss of identity, etc. Publicis created this campaign to breathe life into the word and to get everyone to understand that urgent action is needed, as the street sucks a little more life from the homeless every day.