AIDES Explore Just Protect Yourself
AIDES, a French community-based organisation dedicated to fighting HIV/AIDS, released two new print advertisements and television commercials this year, encouraging young people in their sexual exploration but warning them to “Just Protect Yourself”. We post the campaign today in anticipation of World AIDS Day, established on December 1, 1988.
The not-for-profit organisation was founded in 1984 by French sociologist Daniel Defert following the death of his partner of twenty years, Michel Foucault. AIDES advertising has focused largely on the young heterosexual population, too many of whom were believed to be indulging in copious sex without protection. The theme, “Explore, Just Protect Yourself”, is in some ways a concession to a lifestyle of indiscriminate exploration, marked by an obsession with erogenous body parts.
The print advertising campaign won Bronze Press and Outdoor Lions at Cannes Advertising Festival 2008.
Girl
Protected by a condom, a young woman swims through a sea of penis and tongue shaped sea creatures. It would be interesting to see how women responded to the commercial, considering the dominance of the penis, to the exclusion of almost all other body parts.
Click on the image below to play the video in YouTube (HD)
Boy
A young man flies through a galaxy of breasts, lips, labia, legs, buttocks, tongues and blow up dolls.
Click on the image below to play the video in YouTube (HD)
Credits
The AIDES campaign was developed at TBWA\Paris, France, by executive creative director Erik Vervroegen, creative director Michel De Lauw, copywriter Xander Smith, art director Jonathan Santana, illustrator James Jean, account supervisors Anne Vincent and Veronique Fourniotakis, agency producer Maxime Boiron.
Illustrator was James Jean. See James’ blog post on the campaign. Yoko Shimizu who was also invited to submit work for the campaign, features her rendition here.
Animation and VFX were the responsibility of Minivegas via La Pac, Paris. Music was by Future Perfect.
Neighbouring Posts
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Location 
(France).
Posted in Inspiration, Print Press Posters Billboards, TV Ads Cinema and Online Videos
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[...] The campaign is apparently directed at young people and encourages sexual exploration and is heavy on the sexual imagery, some of it a little dubious (more here). [...]
[...] AIDES Explore Just Protect Yourself [...]
[...] Wereld Aids Dag vandaag. Daarom deze twee zeer opmerkelijke, knap gemaakte Franse anti-aids animatiefilmpjes van AIDES. Die organisatie richt zich met HIV/AIDS-waarschuwingen en veel lichaamsdelen primair op heteroseksuelen met de Explore. Just Protect Yourself-campagne, gemaakt door reclamebureau TBWAParis. Via The Inspiration Room. [...]
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[...] AIDS: Explore (Public Service) TBWAPARIS, Boulogne-Billancourt, France [...]