Push for HIV awareness with Pinocchio-inspired spot
'Sometimes, You Can Lie Without Knowing It'
Campaign by AIDES | Article by Tom Megginson via osocio.org
After years of getting attention with playfully explicit sexuality,
the AIDES campaign has taken a different turn with this new PSA from
TBWA France: Pinocchio becomes a real boy at the end of the famous fable, but what if
he stayed a wooden puppet? And what if he grew up in modern-day Europe?
“Woody” (English slang for an erection) represents one of the more than half-million European walking around — and clubbing, and having sex — without realizing that they are HIV positive.
The film Woody, produced by Control and beautifully directed by Marc & Ish is addressed to all those who do not know their HIV status and who still believe that « AIDS only happens to other people ». A way of telling them, without passing judgment or being moralizing: « and what about you, when was the last time you got tested? »
With music by David Guetta and then Roberta Flack, we see the first encounter between a young woman and a young man, played by Mathilde Warnier and Alexandre Ferrario. As the characters are about to make love, the story reveals in a surprising way that the young man is unaware that they are HIV positive.
The community-based organization, AIDES wishes to warmly thank all the teams that helped this campaign come to life, and urges each and everyone to get tested. Because « getting tested is also protecting those you love ».
From the campaign press release:
In Europe, around 650, 000 PEOPLE ARE STILL UNAWARE OF THEIR HIV STATUS. This lack of knowledge puts their health in danger and encourages the spread of the virus. We now know that HIV treatment also considerably reduces the risk of transmission. Therefore, persuading these 650, 000 people to get tested, means that we can make huge strides towards the end of this disease. This is what AIDES does on a daily basis in its rapid testing initiatives. And it is also this goal of this new campaign.
Personally, I like this new direction. While still relying on a visual gimmick (Pinocchio with an “erect” nose) it brings the issue to a more realistic context of two healthy young people joyfully hooking up.
My only confusion is the exact meaning of Woody’s Pinocchio nose. If this modern version is true to the fable, then Woody must know he is HIV positive and is intentionally lying to the young woman. However, the campaign message is that Woody is unaware of his HIV status, and his body is revealing the “lie”. (Which would be a handy design feature in humans, when you think about it.)
Check out our extensive archive of AIDES campaigns on Osocio:Yes, we can do things with one finger
“The Sex Park” video lacks… sexiness?
Protect Willy the Tourist
Smutley wants anything on two legs, four hooves or a couple of flippers
The Sex Park is full of Pleasure and Risk
Take the right decision, use a condom
The great fashion sale
Explore, just protect yourself (second post)
Explore but protect yourself
My Sweet Lollipop
Parole de séropositifs
Aids awareness II: the gay version
Creative Director : Jean-François Goize
Art Director : Matthieu Darrasse
Copywriter : Alban Gallée
Head of TV : Maxime Boiron
Agency Producer : Guillaume Faurel
Advertiser supervisors : Christian Andreo, Antoine Henry, Charmaine Da Costa Soares
Account Handlers : Anne Vincent, Véronique Fourniotakis, Marion Floch, Teddy Notari
Media : Pierre Draber
Production Company : CONTROL - Herve Dommange & Jacques-Etienne Stein
Director : MARC& ISH
Special effects : Jean-Christophe Spadaccini Nomansland FX / Mikros Image
Actors : Mathilde Warnier / Alexander Ferrario
Music : "What the F*** ", interpreted by David Guetta/ "First Time Ever I Saw Your Face", interpreted by Roberta Flack
Production : ELSE\
Sound Direction: Fabrice Pouvreau et Valery Pellegrini