Hasta La Creative!

The painful exclusion from everyday activities experienced by people with disabilities is exposed in an emotionally charged campaign The Fall for the French disability association APF France.

Created by award-winning agency Babel and directed by young Franco-British talent James Maciver, the TV and digital campaign conveys a compelling core message: ‘The hardest part is not our disability but the exclusion imposed on us.’

The Fall shows the anguish experienced by a wheelchair user, including inaccessible shelves in supermarkets, job interview rejection and limited health care support. Each set-back triggers a flash-back to the moment of his tragic accident when he fell backwards down a long flight of stone steps.