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“Not all heroes wear capes” is a well-worn adage, and it appears to be a central insight to a clever new outdoor campaign by French agency Hungry and Foolish for bank BNP Paribas.
The agency took over billboard ads outside of closed cinemas across Paris, Lyon, Nice, Cannes, Strasbourg and Dijon with posters of everyday shopkeepers transformed into movie stars.
The activation, which launched April 12 and will run until May 4, features poster-style headshots of 42 genuine small-business owners in a celebration of their resilience throughout the pandemic.
The campaign aims to support cinemas—which have been closed for several months due to coronavirus lockdown restrictions—as well as small businesses, which have also felt the brunt of crowd-limiting efforts to tackle the virus, the agency said.