Jaccede.com: Boredom
Jaccede.com aimed to raise awareness for its platform, which maps wheelchair-accessible places. The client sought to highlight the importance of accessibility to a broad audience in a fresh, memorable way, ultimately driving more users to the service.
Creative Idea
Made boredom universally accessible to highlight the need for full inclusion.
Jaccede.com brilliantly reversed expectations by making the universally dreaded experience of boredom a symbol of true accessibility, demonstrating that genuine inclusion means having the choice to access all places - even the most uninspiring ones - for everyone, including those with disabilities.
Counting 247 Peas to Map the World
The Psychology of the Existential Vacuum
To move beyond the standard "pity" tropes of disability advertising, TBWA\Paris focused on the mental health toll of social exclusion. The creative team, led by Benjamin Marchal and Faustin Claverie, chose to highlight the "existential vacuum" created by physical barriers. The film’s protagonist counts exactly 247 peas in a tin and measures toilet paper rolls - details inspired by real-life accounts of people with limited mobility who use repetitive tasks to cope with long periods of isolation. Director Hugues De la Brosse utilized a muted, clinical color palette to visually reinforce this monotony, intentionally contrasting it with the vibrant imagery typically seen in lifestyle and travel advertising.
Driving Utility Through Awareness
The campaign functioned as a direct driver for the Jaccede app, a collaborative platform that relies on user-generated data to map accessible locations. By framing accessibility as a way to escape "soul-crushing boredom," the initiative sparked a national conversation in France that moved the debate from physical ramps to the emotional right to participate in society. This shift in narrative resulted in a significant spike in app downloads and garnered millions of views across Facebook, YouTube, and Twitter within the first month.
A Pedigree of Hacking Social Norms
The creative duo behind the work, Olivier Mularski and David Philip, brought a history of unconventional problem-solving to the project. They are the same team responsible for the "Memory" campaign for Alzheimer’s, which famously hacked the Facebook "On This Day" feature. For Jaccede, they applied this "lifestyle" approach to a social issue to engage a younger, able-bodied audience who might otherwise overlook the daily psychological impact of inaccessibility.
Creative Strategy Deconstructed
Company
Jaccede.com credibly delivered a comprehensive database of accessible locations, empowering users to find inclusive places.
Category
Accessibility campaigns often focused on inspiring stories or overcoming challenges, but this broke the norm by embracing the mundane.
Customer
Company
Jaccede.com credibly delivered a comprehensive database of accessible locations, empowering users to find inclusive places.
Category
Accessibility campaigns often focused on inspiring stories or overcoming challenges, but this broke the norm by embracing the mundane.
Strategy:
Redefine inclusion as universal access to all experiences, both desirable and mundane.
Customer
Strategy:
Redefine inclusion as universal access to all experiences, both desirable and mundane.
Strategy Technique
Lean Into the Problem
The campaign leaned into the universal problem of boredom to underscore the solution of accessibility. It used a shared negative experience to highlight the importance of equal access for all.
Creative Technique
Reverse Expectations
The campaign reversed expectations by transforming the negative experience of boredom into a positive symbol of universal accessibility. It cleverly highlighted that true inclusion means access to all experiences, good or bad.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its use of narrative and sound design to elevate a simple, profound message. The carefully constructed visual metaphor of boredom is brilliantly paired with a captivating voiceover and music, creating a powerful emotional journey that culminates in a surprisingly impactful product reveal.
The voiceover script is masterful, using evocative language to personify boredom and its relatable, frustrating qualities, building curiosity and emotional connection before the reveal.
The camera work effectively captures the performance art's surrealism and the audience's emotional journey, utilizing a mix of wide, close-up, and slow-motion shots to create dramatic impact and visual interest.
The performance artist's exaggerated movements and facial expressions, alongside Sam's evolving reactions from boredom to surprise, are central to communicating the ad's core message without direct dialogue from characters.
The stark, minimalist gallery setting, the artist's unusual costume, and the falling lipsticks create a visually compelling and memorable environment that reinforces the abstract concept of profound boredom.
The true magic of this campaign lies in the synergy between the poetic voiceover, the absurd yet relatable performance art, and the evocative music and sound design, all working in concert to create a unique and memorable representation of boredom that leads to a meaningful solution.
