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.

 

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.

 

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...