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La Ligne d’Assistance (The Helpline) turned a phone line into a platform for unheard creative voices in Paris’s banlieues. Fronted by the anonymous figure La Mif and rising rapper Kerchak, the campaign invited the community to call in, pitch ideas, and be mentored. Elevating their craft and putting their profiles out the world.
The campaign launched with the hero film across SNIPES and Kerchak's channels, supported by OOH in the streets of Paris, in-store activations, how-to messaging and a voicemail service to listen to the community's pitches.
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Case Study
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