'Places' notifies men and women about HIV/AIDS prevention
In the fight against HIV, knowledge is power and McCann Worldgroup Helsinki’s new campaign for the HIV Foundation/AIDS Council Finland aims to highlight just how little people know about the personal histories of their sexual partners.
The campaign consists of two films – one tailored to a male audience and the other aimed at women. The two spots, directed by Ragner Jansson, depict the sexy, slow-burn seduction which is interrupted by an unwelcome Facebook-esque notification at the crucial moment.
"The new films are a follow up to our previous "PLACES" print campaign that went viral all over, got picked by Creativity and banned by Facebook, etc, so the bar was pretty high," explained McCann Worldgroup Helsinki CEO Petteri Lillberg. "The idea is still very simple and straightforward. If you don´t know whose checked in before you, use a condom."
Title of the ads: PLACES (for woman/for man)
Client: HIV Foundation/AIDS Council Finland.
Agency: McCann Worldgroup Helsinki, Finland
Creatives: Jyrki Poutanen, Timo Silvennoinen
Graphic designers: Kari Mikkonen, Piia Seppälä, Kim Takala