French AIDS awareness organisation, Sidaction, launched an advertising campaign raising awareness of AIDS and preparing for World AIDS Day, December 1. The 38 second spot shows the naked bodies of men and women writhing in a half light sexual orgy. It finally becomes clear that they’re in the context of a huge hourglass. The light changes from amber to white as bodies fall from through the hourglass. The text: “Dans le monde une personne meurt du sida toutes les 10 seondes. Protégez-vous. Sidaction – ensemble contre le SIDA.” Every 10 seconds, someone dies of Aids in the world. Protect yourself.
Credits
The Human Hourglass was created at Leo Burnett France, Paris, by creative director Stephan Ferens, art director Edward Capelle, copywriter Stéphane Santana, TV producers Gabriel Duforesto and Bertrand Ayache-Anguenot.
Filming was shot by director/photographer Dimitri Daniloff via Marcassin, Paris, with retoucher Christophe Huet.
Post production was done at Mikros Image.
The Hourglass spot appears to be heavily inspired by Chris Cunningham’s short film, Flex.
Hello,
We would like to reproduce the picture Human hour glass of AIDS victim in our book about blood.
We would be very grateful to you if you could give us free permission to use it. We would of course mention your site in our medical book.
Thank you in advance for your reply. Best regars,
S. Rossier