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'Sometimes, You Can Lie Without Knowing It'


TBWA\Paris push for HIV awareness with Pinocchio-inspired spot

'Sometimes, You Can Lie Without Knowing It'

It is with the headlined message that the community-based organisation AIDES and TBWA\PARIS want to remind the public of how important protection and HIV testing are.

In Europe, around 650,000 people are still unaware of their HIV status. This lack of knowledge puts their health in danger and encourages the spread of the virus. We now know that HIV treatment also considerably reduces the risk of transmission. Therefore, persuading these 650, 000 people to get tested, means that we can make huge strides towards the end of this disease. This is what AIDES does on a daily basis in its rapid testing initiatives. And it is also this goal of this new campaign.



The film Woody, produced by Control and beautifully directed by Marc & Ish is addressed to all those who do not know their HIV status and who still believe that 'AIDS only happens to other people". A way of telling them, without passing judgement or being moralising: "and what about you, when was the last time you got tested?"

With music by David Guetta and then Roberta Flack, we see the first encounter between a young woman and a young man, played by Mathilde Warnier and Alexandre Ferrario. As the characters are about to make love, the story reveals in a surprising way that the young man is unaware that they are HIV positive.

The community-based organisation, AIDES wishes to warmly thank all the teams that helped this campaign come to life, and urges each and everyone to get tested. Because "getting tested is also protecting those you love".



Advertiser : Aides
Advertising Agency : TBWA\PARIS
Advertiser supervisors : Christian Andreo, Antoine Henry, Charmaine Da Costa Soares
Account Handlers : Anne Vincent, Véronique Fourniotakis, Marion Floch, Teddy Notari
Creative Director : Jean-François Goize
Art Director : Matthieu Darrasse
Copywriter : Alban Gallée
Head of TV : Maxime Boiron
Agency Producer : Guillaume Faurel
Media : Pierre Draber
Production Company : CONTROL - Herve Dommange & Jacques-Etienne Stein
Director : MARC& ISH
Special effects : Jean-Christophe Spadaccini Nomansland FX / Mikros Image
Actors : Mathilde Warnier / Alexander Ferrario
Music :
Production : ELSE\
Sound Direction: Fabrice Pouvreau et Valery Pellegrini

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Genres: Visual VFX

Categories: Health, Corporate, Social and PSAs

TBWA Worldwide, Fri, 08 Nov 2013 10:35:19 GMT