KitKat Grand Break
What if the break came at 300km/h ?
Birthday
Living on the streets means dying on the streets
In France, people still die outside. A little younger and a little more numerous every year. The only way to save homeless people from this programmed end is to get them off the streets. This campaign aims to remind people of this vital urgency and to mobilize donations.
The Salvation Army operates in a context of silent crisis and growing public fatigue. The situation is critical: the average age of death for a homeless person in France is 48. Despite this reality, the issue has become normalized, almost invisible. Traditional charity communication no longer seemed to break through. The challenge was to determine a different approach to reconnect emotionally and make the public pay attention again. This film was created to build a strong mental association with the urgency of the Salvation Army's mission.
The inspiration came from the realization that death is the only thing before which we are all equal. Except for those who live on the streets. According to the latest report from the Collective of Deaths on the Street, the average age of death for homeless people is 48.
The film opens on a homeless man alone in a deserted, hostile city. Wherever he goes, the urban landscape begins to shift and close in on him. Buildings twist, streets tighten, as if the city itself is becoming a trap. As he moves through it, a soft but unsettling version of Happy Birthday echoes through the streets. Repeating again and again, it starts to feel like an oppressive countdown. The film does not lead to hope, but to a stark revelation.
The film's ability to hold attention was notable. In a media landscape defined by the ‘skip’ button, it achieved a video completion rate of 82%, which was 10 points higher than the sector benchmark. This level of engagement led to 4 million completed views, indicating the message was received at scale.
