Mlle Pitch Awards - Samusocial

Campaign created for the Mlle Pitch Awards competition, on behalf of Samusocial de Paris, shortlisted among the selected projects.

The concept: repurposing dictionary definitions to redescribe the reality of the street, provoking awareness through the gap between the neutrality of the format and the brutality of the subject. The blue ties in with Samusocial's visual world while also evoking cold and solitude. The campaign is adapted across posters and digital formats.