| 标题 | Jane Williams: Man |
| 广告公司 | McCann Worldgroup Helsinki |
| 广告战役 | HIV Places |
| 广告主 | HIV Foundation/AIDS Council Finland |
| 品牌 | HIV Foundation/AIDS Council Finland |
| Posted | 2月 2012 |
| 行业领域 | 公共安全、保健及卫生 |
| 剧情简介 | We needed to develope imagery that would take a modern look at social diseases, hence we wanted to create visuals to invoke the popular social media practice to remind viewers to wrap it up. |
| 哲学 | Compare social connections online to sexual connections in the real world. |
| 问题 | THE BRIEF‘Make us an effective safe sex awareness posters for 2012’ THE CHALLENGEHow to appeal to the 'check-in' generation with a traditional poster campaign? |
| 结果 | Using this blunt idea of ‘check-in feature’ as a metaphor turned out to be truly effective as in 32 hrs after ‘incepting’ the image onto Facebook it had gathered thousands of likes and hundreds of shares. In 72hrs Facebook banned the female-poster leaving the male version still available. This resulted in the image returning back to Facebook via several user posts; commenting and discussing gender differences, partner counts and naturally the importance of safe sex. By the end of the week these two images had reached over 100 000 thousand views in various digital mediums; twitter, blogs, discussion forums, news and entertainment sites. To date the message has been seen by over 2 000 000 people. |
| 媒体类别 | 平面 |
| 广告公司制片 | Kreetta Ahti |
| 广告公司制片 | Yrjö Haavisto |
| 摄影师 | Jari Riihimäki |
| 文案 | Timo Silvennoinen |
| 美术指导 | Jyrki Poutanen |
| Graphic Designer | Piia Seppälä |
| Graphic Designer | Kim Takala |
| 客户总监 | Petteri Lillberg |
| Graphic Designer | Kari Mikkonen |
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