"Affichons nos vraies valeurs" © TBWA\Paris
"Affichons nos vraies valeurs" © TBWA\Paris "Let’s Show our Real Values" Campaign
Date of production: 2004
Context
In today’s consumer society, in a context of "traditional values" collapsing,brands represent "substitution values" for consumers, especially younger ones, who try to find identity references trough brands. Brands and their logos may thus be used to define our relations to the world, society, other people, etc.
This new campaign’s theme is focused on the universal symbol of Aids fighting and solidarity with affected people: the red ribbon.
By bringing it back into fashion, AIDES wishes to encourage everyone to a civic act: openly show solidarity with affected people, visibly give a new strength to Aids fighting, display a valuable outward sign, a small victory against the disease.
Objective
To remind that for AIDES our true values are related to Aids fighting, symbolised by the red ribbon, taken here as a substitution logo/value to big brands logos/values. In concrete terms, this campaign is intended to be "militant" and support people affected by HIV.
Project
This campaign includes two visuals that show the red ribbon as a brand on a shoe or a bag with "Let’s show our reals values" as a signature. This creation is based on a strong and committed strategic line: some outward signs have more value than others...
Distribution
Urban advertising (9,000 boards offered), free press advertising and 60,000 40x60 posters distributed through our network, partners, institutions and others,to reach the general public.
The "shoe" visual has been re-printed in 2006 for distribution through our network.
Partners
Agency: TBWA\Paris
Creative director: Erik VERVROEGEN
Photographer: Cléo SULLIVAN
Poster advertising: JC Decaux/Avenir
