Aides Design & Branding SHAG TAG by Ogilvy Paris

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Industry HIV/AIDS
Media Design & Branding
Market France
Agency Ogilvy Paris
Executive Creative Director Chris Garbutt
Art Director Nick Worthington
Released April 2012

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: AIDES
Product/Service: AIDES
Executive Creative Director: Chris Garbutt (Ogilvy France)
Head Of Digital/Branded Content: Frederic Levron (Ogilvy France)
Art Director: Emmanuel Bougneres (Ogilvy France)
Digital Producer: Hugo Diaz (Ogilvy France)
Director/Designer: Baptiste Masse
Business Director: Julien Jacques (Mecanique Generale)
Account Manager: Xavier Delaporte (Ogilvy France)
Production Company: (Mecanique Generale)
Media Partner: (Nice Agency)
Media placement: Viral Film - Youtube - 6th April 2012/32sec
Media placement: Press - National Geographic - 28/03/2012
Media placement: Radio - Radio Nova - 24/03/2012
Media placement: Web Banners - - 29/03/2012

Describe the brief from the client

How do we promote the use of condoms to the 18-25 y.o, a demographic that has never lived the fear of Aids? How do we create a strong identity centred on a Facebook-based campaign?

Describe the challenges and key objectives
To touch the 18-25 y.o, it is necessary to be very impactful. Especially when talking about condoms. 'Shag Tag' is a campaign that creates a very positive tone about the condom as it gives the condom usage a central part of any sexual relation.

Describe how you arrived at the final design

Wearing a condom is not about love or strong commitment. It’s about having fun, while staying safe. The film captures an exciting (intercourse) to establish Shag Tag’s universe, but in a fun and light way.

Give some indication of how successful the outcome was in the market
Traditionally, the fight against HIV is always dealt with in a serious way. What we did was to treat the serious topic in a funny and unexpected way. The campaign was well-acclaimed on blogs and media, and the originality of the initiative generated a good buzz around AIDES France, which also helped promote the cause to the target audience.