LIBERTÉ, ÉGALITÉ, FRATERNITÉ. The national motto of France.
It’s engraved on monuments, city halls, and schools. But this motto is a lie. Because from the day they’re born,
women are made to accept conditions without ever agreeing to them.

How do you tell the entire country that the equality they’ve been promised doesn’t exist?
By hacking the national motto with the one, simple yet universally understood symbol: an asterisk.
This symbol made the long list of typically invisible conditions, finally unignorable.

Client : CITY OF PARIS

—

Agency: BETC

—

Role: Conception / Art Direction

—

Director : Thibaut Charlut

—

Production: POP

—

Year : 2026

Awards

CANNES LIONS 2026 - Silver in Industry craft
CANNES LIONS 2026 - Bronze in Media
CANNES LIONS 2026 - Shortlist in Outdoor
CANNES LIONS 2026 - Shortlist in Outdoor