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Terre de Liens Calls France Back to Earth With Animation
Terre de Liens' 'Come Back Down to Earth' is a 90-second animated film released in France on December 1, 2023, created by agency STRIKE to mark the NGO's 20th anniversary and urge citizens and politicians to prioritise farmland preservation over industrial and technological expansion at a moment of pivotal national legislative debate.
Terre de Liens is a French foundation with two decades of work behind it in ending land speculation and promoting generational renewal in agriculture. The campaign arrives at a charged political moment: the French government's Pacte et une loi d'orientation et d'avenir agricoles, known as PLOAA, was under active national discussion at the time of the film's release. As documented on assemblee-nationale.fr, PLOAA is designed to address food sovereignty, the succession of farmland, the installation of young farmers, and the adaptation of the agricultural sector to agro-ecological and climate pressures. A government working group was preparing its findings on those challenges at the time of the campaign's launch, making the timing of the release deliberately precise.
The scale of what the campaign describes is measurable and stark. According to Clapboard's editorial analysis, the campaign communicates that in France nearly 200 farms disappear every week and 50,000 hectares of farmland are paved over every year. A further pressure is generational: one in three French farmers will retire within the next decade with no successor in place, meaning approximately 100,000 farmers are expected to exit the sector by 2030, as reported by CB News. Gabriela Morinay-Calmon, Co-director of Fondation Terre de Liens, described the campaign's intent as an effort to 'bring back to Earth those who believe in the future of our planet, and encourage them to support organic farming on a human scale.' For 20 years, Terre de Liens has worked to protect farmland from speculation, acquiring more than 300 farms since its 2003 creation and protecting more than 9,000 hectares, helping approximately 700 farming projects, according to Clapboard's editorial research. The Clapboard Score for this campaign is 63 out of 100.
Terre de Liens released 'Come Back Down to Earth' at a moment when French agricultural policy was visibly unsettled. The PLOAA legislative process, as documented on Agriculture Gouv, organised its work around four principal themes: orientation and training, the transmission of farms, the installation of young farmers, and climate transition. Critics of the draft law, as reported by CB News, argued the text fell short of the sector's urgent needs, failing to make agricultural land sufficiently accessible for sustainable projects, to limit the scale of industrial farming's expansion, or to meaningfully relocalize food supply. Terre de Liens positioned its campaign directly inside that debate, functioning as both an awareness tool and an act of public advocacy.
The broader organic sector in France adds further strategic context. France's organic retail market reached approximately €12.08 billion in 2023, essentially flat year over year, according to data cited in research attributed to Bord Bia. Organic products' share of French household food spending fell from 6.0 percent in 2022 to 5.6 percent in 2023, according to figures from INAO and research cited via orgprints.org. Organic farmland in France declined by approximately 2 percent in 2023, to 2.76 million hectares, representing 10.4 percent of French agricultural land, according to agriculture.gouv.fr. Against this backdrop of contraction, the campaign's call to return to small-scale, human-centred farming carries economic as well as cultural weight.
In the French NGO and advocacy landscape, Terre de Liens occupies a distinct position. Where agricultural trade organisations such as the Confédération Paysanne have historically led political mobilisation around land access, and where initiatives like the CIVAM network have promoted rural agricultural communities, Terre de Liens focuses specifically on the financial mechanism of land purchase and long-term protection from speculation. The 'Come Back Down to Earth' campaign extends that institutional identity into mass public communication, using the cultural reach of animation to translate a structural policy argument into an emotional and widely accessible appeal.
STRIKE built the 'Come Back Down to Earth' campaign around a single creative vehicle: a 90-second animated film that inverts the dominant cultural narrative of technological progress and spatial ambition, redirecting attention downward, to soil, to farms, and to the farmers who work them. The animated format was a deliberate strategic choice. Rather than deploying documentary footage of farming communities — a conventional register for agricultural advocacy — the agency used animation to move between registers of the cosmic and the local, creating a visual argument that the race to explore space or advance industrial systems is misaligned with the immediate and urgent needs of the earth beneath us.
Jérôme Gonfond, President and Chief Creative Officer of STRIKE, articulated the philosophical axis of the work in December 2023, stating that the campaign's core belief is that 'technological progress only makes sense if it is put to use for the good of humanity and our planet.' That position shapes the film's structure, which frames industrial and technological disconnection not as neutral development but as a directional choice — one that can be reversed. The campaign does not use the vocabulary of loss alone; it frames return as possible and desirable.
The creative approach received coverage across specialist platforms. Shots published a favourable creative assessment on December 7, 2023. Ads of the World published a campaign entry on December 6, 2023. CB News framed the work on December 4, 2023 as a major animated appeal urging politicians and citizens to prioritise Earth over space conquest — a characterisation that reflects how clearly the creative idea translated into editorial shorthand. Production credits for 'Come Back Down to Earth' beyond STRIKE's creative leadership are not fully and publicly documented across available sources, though Clapboard's editorial research references Werlen Me— as a partial production company credit, which cannot be confirmed in full from publicly available documentation.
Terre de Liens released 'Come Back Down to Earth' into a specific legislative window, and its effectiveness is best understood through that lens. No independently verified paid media performance data — reach, engagement rate, or conversion metrics — for this campaign is publicly available across the sources reviewed. What is documented is the campaign's editorial reception and its structural positioning within the French public debate on agricultural land reform.
Coverage appeared across four distinct publishing contexts within the first week of release: CB News on December 4, 2023, Ads of the World on December 6, 2023, Shots on December 7, 2023, and Clapboard's editorial documentation shortly thereafter. The Ads of the World archive entry recorded 645 views at the time of indexing, according to Clapboard's research. These figures reflect organic specialist-press circulation rather than mass audience penetration, which limits conclusions about the campaign's reach among the general French public or among the legislators the campaign explicitly targeted.
Structurally, the campaign demonstrates meaningful strategic coherence. It timed its release to coincide with the PLOAA working group's pending findings, as documented on assemblee-nationale.fr, ensuring the film entered public discourse at a moment when agricultural policy was genuinely contested. The animated format gave the campaign shareability and tonal accessibility that live-action advocacy often lacks. The inclusion of concrete, attributable statistics — 200 farms disappearing weekly, 50,000 hectares paved annually, one in three farmers approaching retirement — gave journalists and advocates quotable, verifiable anchors. The campaign's Clapboard Score of 63 out of 100 reflects solid strategic intent and creative clarity, with headroom for stronger documented impact and broader audience measurement.
'Come Back Down to Earth' is a 90-second animated film created by STRIKE for French NGO Terre de Liens, released December 1, 2023. It urges citizens and politicians in France to prioritise farmland protection and small-scale organic farming over industrial expansion, timed to national debate on agricultural land reform legislation.
Terre de Liens launched the campaign in 2023 to coincide with French government discussions over the PLOAA agricultural orientation law. The campaign marked the NGO's 20th anniversary and responded to a documented crisis: nearly 200 farms disappearing weekly and one in three farmers approaching retirement with no successor, according to CB News.
STRIKE created the campaign. Jérôme Gonfond, President and Chief Creative Officer of STRIKE, directed the creative vision. He stated that the campaign reflects his belief that technological progress only makes sense when applied to the good of humanity and the planet, as cited in Clapboard's editorial documentation.
Terre de Liens is a French foundation established in 2003. It works to end farmland speculation and support generational renewal in agriculture. Since its founding, it has acquired more than 300 farms, protected more than 9,000 hectares of agricultural land, and supported approximately 700 farming projects across France, according to Clapboard's research.
PLOAA is France's Pacte et une loi d'orientation et d'avenir agricoles. As documented on agriculture.gouv.fr and assemblee-nationale.fr, it addresses food sovereignty, farm succession, young farmer installation, and climate adaptation. Critics argued the draft text did not go far enough to protect agricultural land from industrialization or to support the next generation of farmers.
The campaign received a Clapboard Score of 63 out of 100. The score reflects strong strategic timing and creative clarity in using animation to address France's agricultural land crisis. Headroom exists in the form of limited publicly documented audience metrics and restricted evidence of measurable impact on the legislative debate it targeted.
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