"R" is the first letter of the French word "Rien," which means "Nothing."
It’s also commonly used as slang among young people,
It’s also commonly used as slang among young people,
who often just say “R” instead of the full word in everyday conversation.
"R dans l’assiette" literally means "R on the plate" — slang for "Nothing on the plate."
This campaign aims to raise awareness about youth poverty during their studies.
One in two students regularly skips meals due to lack of funds.
So E.Leclerc is taking action and donating food supplies.
So E.Leclerc is taking action and donating food supplies.
Executive Creative Director Olivier Apers
Creative director Chrystel Jung
Copywriter Marianne Desgrandchamps
Art Director Marie Carrasco
Photographer Zoé & Blaise
Production company Général Pop