Aides Digital, Design & Branding #ShareTheLove [Case Film] by TBWA Paris, Bernstein & Andriulli

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#ShareTheLove [Case Film]

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Industry HIV/AIDS
Media Digital, Interactive & Mobile, Design & Branding
Market France
Agency TBWA Paris
Executive Creative Director Benjamin Marchal, Faustin Claverie
Art Director Maude Muller
Copywriter Glen Troadec, Fabien Duval
Creative Agency Bernstein & Andriulli
Production TBWA\DAN PARIS
Released March 2018

Awards

Clio Awards 2018
Direct Public Service: Social Media Bronze

Credits & Description

Brand AIDES
Entrant TBWA\PARIS BOULOGNE-BILLANCOURT
TBWA\PARIS Boulogne-Billancourt, France Entrant Company
TBWA\PARIS Boulogne-Billancourt, France Idea Creation
TBWA\DAN PARIS Boulogne-Billancourt, France Production
BERNSTEIN & ANDRIULLI London, United Kingdom Additional Company
Benjamin Marchal TBWA\Paris Executive Creative Director
Faustin Claverie TBWA\Paris Executive Creative Director
Rod Hunt . Illustrator
Fabien Duval TBWA\Paris Copywriter
Glen Troadec TBWA\Paris Copywriter
Nicolas Barrès DAN Paris Digital Art Director
Maude Muller TBWA\Paris Art Director
Nina Mosconi DAN Paris Assistant Digital Art Director
Jacquelin Guillaume-Duverne DAN Paris Head of Social Media
Ivan Zindovic DAN Paris Head of Technology
Isabelle Jaubert TBWA\Paris Art Buyer
Glenn Pezier DAN Paris Technical Project Manager
Sidney Bourgallé DAN Paris Lead Frontend Developer
Maurice Nguyen DAN Paris Backend Developer
Christian Andreo AIDES Advertiser Supervisor
Nathalie Gautier AIDES Advertiser Supervisor
Antoine Henry AIDES Advertiser Supervisor
Charmaine Da Costa Soares AIDES Advertiser Supervisor
Aurélie Duval AIDES Advertiser Supervisor
Anne Vincent TBWA\Paris Agency Account Management
Véronique Fourniotakis TBWA\Paris Agency Account Management
Marion Floch TBWA\Paris Agency Account Management
Sacha Depouilly TBWA\Paris Agency Account Management
Margaux Wanin TBWA\Paris Agency Account Management

Synopsis
People do not want to hear about disease or scary messages about aids and sexual protection. AIDES Association needed to find a way to impact peoples’ mind through an engaging activation.
To avoid fear or rejection, we crafted a joyful and funny campaign that allowed to get people’s attention. The Viral campaign #sharethelove is a misleading activation that engaged people without knowing they were in prevention campaign.
Thanks to an evolving design, they played the main role in its development: the more they interacted with the campaign, more the campaign got bigger.
After the reveal, we launch an immersive mini-site to allow people to interact with the visual and get deep into it.
Outcome
• By the end of the activation, the campaign earned 15M impressions on Twitter with 0€ media investment.
• Celebrities accounts have never been this active. Retweets increased by an average of 4000% compared to usual content.
• The campaign reached more than 4500 tweets on #ShareTheLove and hacked more than 4500 twitter’s accounts.
• After the reveal, people spent an average time of 5 Minutes on the sharethelove.city website.
The Viral campaign helped people to get into the right open-mindedness to hear and understand the message. With 0€ media investment, AIDES reached and impact a massive part of the exposed population. It delivered an impactful message about Aids risks and the importance of protection even more for online dating
Execution
Our society is getting through a revolution: Online dating
In France, a quarter of the population has subscribed a dating app. And more the 60% of those people admit using those app just for one-night relationships.
A deep change in sexual relationships and behavior. As people just want to have fun, and share with the maximum of people, we created a misleading campaign that plays on the same leverages.
In order to impact people’s mind in a new way, we developed a playful and immersive visual that made people interact and get deep into it.
As the visual was cut in different steps to make the parallel with Aids propagation, we created a huge visual with so many sex scenes that it’s hard to go all over it. It allowed to get people’s attention. Choice of illustration allowed to show sexual content but making the interaction really funny and immersive.
Campaign Description
The viral campaign #sharethelove is a misleading content that create engagement: The more people share the campaign, the more the revelation gets powerful.
Celebrities posted pictures of a couple having sex with a hashtag #sharethelove. Those celebrities are not ones that use to post this kind of content, like a former health minister.
But when people retweeted the picture, the picture started to evolve and got bigger.
A man called “Henry Ian Vernon ” posted other extracts of the picture with new sex scenes. In fact, Henry Ian Vernon is a bot. It is programmed to scan the hashtag #share thelove and retweet an ever larger image for each retweet.
The day after, AIDES revealed the ID of Henry Ian Vernon and sent a virus tweet to all the people whom interacted with the picture:
“Virus Alert ! I’m HIV. You have shared the love. You are now contaminated.