The Noé Association launched with Fred & Farid Paris an awareness campaign to highlight the threats to ordinary biodiversity and the vital role of the multitude of unknown species around us. The decline of emblematic animals (tigers, giant pandas, whales, bears, rhinos, etc.) elicits a strong emotional response from the general public, unlike the decline of more “common” species. Ignored and forgotten because of their small size and their banal appearance, their fate leaves us indifferent. One actually hardly realizes that they are disappearing.With a campaign slogan, "The Most Exposed Are Not Always The Most Visible" Noé is hoping that attention to extraordinary biodiversity does not make us forget the threats to ordinary biodiversity. Basing itself on five examples that concern our daily life, Noé wants to mobilize public opinion in order to halt the decline of ordinary biodiversity.CreditsChief Creative Officer: Fred & FaridExecutive Creative Director: Olivier LefebvreCreative Director: Thierry Buriez, Stephane GaubertArt Director: Francois ClauxCopywriter: Simon LamasaAdditional Credits: Brand Supervisor: Arnaud Greth, Caroline MoriceAgency Supervisor: Philippine MesminAccount Assistant: Julien BoueyAgency Producer: Arthur de ClerckArt Buyer: Arthur de Clerck