Sensibilisation à la bipolarité par l’art en France | Clapboard

Les expressions bipolaires

Description

Les expressions bipolaires, launched in France in 2024, is a powerful and innovative campaign developed for the association toutsurlabipolarite by the creative team led by Romain Demongeot. This content-driven initiative blends digital and film media to explore the diverse manifestations of bipolar disorder as experienced and expressed by patients themselves. Central to the campaign is the compelling art piece and film Nos tempêtes bipolaires, created by French creatives Romain Demongeot, Elvire Cheret, and Gabrielle Feltain, who sought to raise public awareness about bipolarity through a unique artistic lens. By translating patients’ personal quotes into various artistic expressions—paintings, sounds, and videos—the campaign encourages viewers to recognize and empathize with the symptoms of bipolar disorder in an accessible and emotionally resonant way. The artistry fosters a deeper understanding and invites meaningful dialogue around mental health, emphasizing inclusivity and compassion for those affected. The campaign’s digital presence, hosted on toutsurlabipolarite.com, offers an immersive experience where all artist interpretations are showcased, providing valuable educational resources about symptoms, treatments, and support networks. This approach merges creativity and communication to challenge stigma and inspire community engagement, positioning Les expressions bipolaires as both an artistic and social intervention within the health sector. By leveraging multimedia storytelling, the campaign extends its reach, aiming to connect with diverse audiences and promote a more informed, empathetic perspective on bipolar disorder in France and beyond.

Credits

Client

toutsurlabipolarite

Agency

romain demongeot

Production House

Studio calembourg

Art Director

Romain Demongeot / Elvire Cheret / Gabrielle Feltain

Copywriter

Romain demongeot

Photographer

Alessandro Clemenza

Campaign Proposition

The campaign "Les expressions bipolaires" by toutsurlabipolarite employs an innovative artistic approach to communicate the complex and varied manifestations of bipolar disorder as experienced by patients. By translating personal patient quotes into diverse art forms—including paintings, sounds, and videos—the campaign makes the invisible symptoms of bipolar disorder tangible and relatable. This multi-sensory method aims to foster recognition, understanding, and empathy among a broad audience, challenging the stigma often associated with mental health conditions. From a market strategy perspective, the campaign leverages the emotional resonance of authentic patient experiences as its fundamental insight, acknowledging that bipolar disorder presents uniquely in each individual. Targeting the general public in France, it uses art as an accessible and engaging medium to bridge the gap between clinical discourse and everyday understanding. This creative angle allows for a socially conscious dialogue, promoting inclusivity and empathy by inviting viewers to explore and identify with the diverse expressions of the disorder. The flagship piece "Nos tempêtes bipolaires" anchors the campaign in both documentary and social experiment genres, emphasizing real human narratives over didactic messaging. Additionally, the integration of digital platforms and film widens reach and enables interactive engagement through the campaign’s website, strengthening educational impact and resource accessibility. Overall, the campaign reflects a strategic use of creative storytelling to transform abstract mental health concepts into compelling, humanized experiences, aligning with toutsurlabipolarite’s commitment to awareness and support around bipolar disorder.

Creative Device

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. The campaign “Les expressions bipolaires” employs artists interpreting patient quotes into various art forms—paintings, sounds, and videos—to help the public recognize the many expressions of bipolar disorder. Rather than depicting literal symptoms or following a story-driven resolution, the core device is the symbolic transformation of patient experiences into artistic metaphors. The central piece, “Nos tempêtes bipolaires,” uses art and creative analogies to embody the emotional turbulence and complexity of bipolar disorder, aiming to foster empathy and understanding. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats