Often, awareness campaigns about AIDS focus on disease and death. We wanted to turn that on its head and promote love instead. The campaign is led by a TV commercial that underlines the beauty of love in all its forms. Whether it’s the love for your lover – or the love for your child, it needs to be protected. Not just from AIDS, but also the stigma and discrimination that can come around it.
To do this idea justice, we found some incredible young talent to tell this story in a convincing, yet lyrical way. The film was shot by up-and-coming director Madja Amin at Cake Film and narrated by hip-hop artist and activist, Ray Fuego.
To stimulate donations the commercial came with this tag-on.
Copywriter: Leon Ragetlie
Art director: Gabriela Nouws
Creative director: Thijs Bontje, Daniel te Lindert
Strategy: Bastiaan Weers
Account: Judith Lavalette, Brenda Rangel
RTV Producer: Lotte de Rooij
PR: Jessica Hartley
Production Agency: Cake Film & Photography
Director: Madja Amin
DOP: Noël Schoolderman
Editor: Emiel Nuninga, Govert Janse
Post & Sound: The Ambassadors
Client: Bert Herberigs, Eva Matze