Vangardist Magazine DM, Case study The Hiv+ Issue [video] by Saatchi & Saatchi Geneva

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The Hiv+ Issue [video]

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Industry Magazines
Media Direct marketing, Case study
Market Switzerland
Agency Saatchi & Saatchi Geneva
Executive Creative Director Jan Teulingkx, Mr. Jason Romeyko
Creative Director John Pallant
Released May 2015

Awards

Cannes Lions, 2015
BRANDED CONTENT AND ENTERTAINMENT BRANDED ENTERTAINMENT: ORIGINAL PRINTED CONTENT GOLD
DIRECT USE OF DIRECT MARKETING: DIRECT RESPONSE PRINT OR STANDARD OUTDOOR (INCL.INSERTS) GOLD
DIRECT PRODUCT & SERVICE: PUBLICATIONS & MEDIA SILVER
DIRECT USE OF DIRECT MARKETING: FLAT MAILING SILVER
PR SECTORS: MEDIA, ARTS & ENTERTAINMENT BRONZE
MEDIA USE OF MEDIA: USE OF PRINT BRONZE

Credits & Description

Advertiser: VANGARDIST MAGAZINE
Agency: SAATCHI & SAATCHI SWITZERLAND
Geo: Switzerland
Sound Design & Mix/Sound Editing/Composer: Alex Nicholls-Lee(Wave Studio Amsterdam)
Producer/Producer: Andy Gulliman(Saatchi & Saatchi)
Director/Producer/DOP: Arlene McGann(Pulse Films)
PR: Ben Robinson(Freuds)
Sound Design & Mix/Sound Editing/Composer: Ben Tomlin(Wave Studio Amsterdam)
Director/Producer/DOP: Clemens Krueger(Pulse Films)
Finance Director/Executive Assistant: Jasmine Wikstrom(Saatchi & Saatchi Switzerland)
Executive Creative Director: Jason Romeyko(Saatchi & Saatchi Switzerland)
Creative Director: John Pallant(Saatchi & Saatchi)
Sound Design & Mix/Sound Editing/Composer: Juan Pablo Thummler(Wave Studio Amsterdam)
CEO/CEO: Julian Wiehl(Vangardist)
Executive Producer/Producer/Supervisor: Julie Evans(VFX)
Senior Designer/Art Director/Account Manager: Lennert Vedts()
Senior Designer/Art Director/Account Manager: Magda Weyrer()
Executive Producer/Producer/Supervisor: Mark Stannard(VFX)
Planner: Melissa Masurel(Saatchi & Saatchi Switzerland)
Senior Designer/Art Director/Account Manager: Nicolas Pignatelli()
Director/Producer/DOP: Oliver Würffell(Pulse Films)
Designer/Art Director: Stijn Klaver(Saatchi & Saatchi)
Producer/Producer: Vicky Cullen(Saatchi & Saatchi)
CEO: Andrea Pedrazzini(Saatchi & Saatchi Switzerland)
PR: Andrzej Moyseowicz(Freuds)
CEO/CEO: Carlos Gomez(Vangardist)
Account Director: Emma Jenkin(Saatchi & Saatchi Switzerland)
Account Manager: Guendalina Gennari-Curlo(Saatchi & Saatchi Switzerland)
Executive Producer/Producer/Supervisor: Guenn Hardouin(VFX)
Copywriter/Art Director: Gustavo Figueiredo (Saatchi & Saatchi Switzerland)
EMEA PR/PR: Isobel Kerr-Newell(Saatchi & Saatchi)
Executive Creative Director: Jan Teulingkx(Saatchi & Saatchi Switzerland)
Finance Director/Executive Assistant: Jean-Pierre Maler(Saatchi & Saatchi Switzerland)
Planner: Luca Conte(Saatchi & Saatchi Switzerland)
: Lukas Burian(Vangardist)
Executive Producer/Producer/Supervisor: Richard Fearon(VFX)
Copywriter/Art Director: Rob Wetton(Saatchi & Saatchi Switzerland)
Designer/Art Director: Roger Kennedy(Saatchi & Saatchi)
WWCD Digital: Tom Eslinger(Saatchi & Saatchi NY)
EMEA PR/PR: Zoe Kent(Saatchi & Saatchi)
Concept/Cultural Reference:
Despite 30 years of campaigning, between 2004 and 2013 there was an 80% increase in the number of new HIV
infections. For this reason, to coincide with Vienna’s Life Ball, Vangardist decided to dedicate their whole edition to the
topic. Every word, line and picture of an additional 3000 special edition print run was printed with a combination of HIV+
blood and ink. By further putting the issue into a sealed wrapper, people picking up the magazine were confronted with
an additional dilemma- break the seal and break the stigma, or ignore the issue. In just a few weeks we have achieved
the following results: 9 million people shared and commented, a reach of 54 million, and 2.9 million USD in earned media.