Campaigns - 2003 - prevention

Sugar baby love

Agency: TBWA\Paris    
Creative director: Erik Vervroegen
Production: Wanda Productions
Film director: Wilfrid Brimo
3D: Mikros Image
Music: "Sugar baby love" by The Rubbet's (Universal Music)



 
Context
Although the gay community has been especially aware that prevention is needed since the start of the Aids epidemic, there has been a revival of unprotected practices in the last years. Today, homosexuals represent almost one quarter of newly diagnosed cases and more than 4 discover they are HIV positive each day. (INVS data)
 
Objective
Day after day, in the field, AIDES militants note it is difficult for gays to protect themselves optimally. Aware of the need to send more messages adressing them, AIDES has decided to produce a new consciousness raising ad with the TBWA\PARIS agency. The film follows the line of "Baby, baby", produced in 2005 by Wilfrid Brimo (Wanda) to promote the image of condom use for a fully satisfying sexuality. This success naturally inspired this commercial.
 
Project
Also produced as a video to the rhythm of the "Sugar Baby Love" track by the "The Rubbet’s" band, the film humoristically relates the love life of a young boy, and then young man, who after discovering his homosexuality lives his sexual identity, although victim of homophobics attacks. We follow him as years go by, in search of true love. Meanwhile, he protects himself during encounters by using a condom.
The final message is still: "Live long enough to find the one!"
This campaign plays on codes which are specific to the homosexual community, up to the point of caricature, in order to promote the use of condom. But it also aims at denouncing the discrimination gay people living in accordance to their sexual orientation have to go through. Recent attacks are a terrible reminder of this.
 
Distribution
Free broadcasting on ARTE, Canal +, M6, Pink TV and LCP-la Chaîne parlementaire.
Partnership with the SNEG (Syndicat national des établissements gays – National union of gay establishments) and the Interpride-Gay Pride coordinating committee for distribution trough their networks.
 
 
This video has been awarded a Silver Lion prize at the International Advertising Festival of Cannes – June 2006.

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