Singa x Strike and Sup de Pub
A student project on show at Cannes Lions
Training
Fourth-year students had the opportunity to work on a practical project as part of their graphic design training, preparing them to take on creative challenges for campaigns with a strong societal impact.
The project
The project was initiated by Strike, an agency founded by Pierre Belleleur and Jérôme Gonfond that specialises in communications for NGOs, and the Singa association, which works for the inclusion of refugees and asylum seekers.
The brief: to create a hard-hitting campaign to raise Singa’s profile while raising public awareness of the realities of asylum and migration.
The main challenge was to reposition the perception of immigration by putting people at the heart of the message and highlighting the experiences of new arrivals.
Challenges met
To respond to the brief, the students had to demonstrate creativity, commitment and relevance in their proposals.
- Understanding the social and cultural issues surrounding asylum and migration
- Propose a creative concept that transforms negative perceptions into positive, human messages
- Create a campaign that captures the attention of the media and communications professionals
- Meet customer expectations and the criteria of an expert agency like Strike
- Defend their project in front of a panel of professionals
Rendering
The winning concept, entitled Laila, was devised by Liam Da Mota Rocha, Mila Paupelard, Louis Didierlaurent and Charlotte Sage. The spot highlights the difficulties refugees face in finding employment in their host country, an aspect often ignored in public debate.
The Strike agency and the Singa association were quickly won over by the concept’s accuracy and emotional impact. As a result, they were able to develop other catchphrases and put together an extended campaign that won numerous awards:
- Gold Award at the Economic Inclusion Summit
- ACT Responsible Favourite Award
- Green Deauville Award Silver
Finally, in June 2024, their campaign had the honour of being exhibited at the Cannes Lions International Festival of Creativity, a global event celebrating the best advertising and creative campaigns.
CB News also talks about it: https: //www.cbnews.fr/creation/image-cannes-lions-2024-singa-s-invite-au-palais-festivals-cannes-changer-regards
The role of the school
Sup de Pub played a crucial role in the success of this project. By integrating collaborations with real clients and agencies into its programme, the school offers a unique framework for preparing students to respond to demanding briefs. This practical exercise enabled students to develop skills in visual communication, project management and creative strategy, while giving them international exposure.
In a nutshell
The Laila campaign is a perfect illustration of the ability of Sup de Pub Lyon students to create messages with a strong social impact and to meet the expectations of prestigious clients. This project is not just an academic success; it marks a real turning point in their professional careers, opening the doors to the world’s most prestigious advertising events, such as Cannes Lions. It’s a source of pride for the entire school and an inspiring example for future classes.
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