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Publicis London has created a campaign for the charity The Pilion Trust in which a man attempts to shock people into donating by walking around London wearing a sign that reads: "Fuck the poor." The man is filmed inciting anger among Londoners for his offensive sandwich board but then being ignored when it later reads: "Help the poor." The short film documenting the social experiment is hosted on YouTube and will run in cinemas. It was written by Steve Moss, art directed by Jolyon Finch and directed by Jonathan Pearson through Supergoober.