MERCADEO Versión en español
Wing raises awareness about HIV Test for Tickets
Manuela Walfenzao| 8 de junio de 2015
La única manera de entrar al concierto organizado por Lifebeat era hacerse el test del SIDA
Young people think that AIDS is a thing of the past. In the US the NGO Lifebeat carries out a big fight against the disease. Their main concern is to convince people to get tested for HIV. They have been trying to do this for years without obtaining the desired results. The Hispanic agency Wing, devised a new way to motivate them, which was very effective. Tests for tickets consisted of a hip-hop concert, with freelance interpreters, for which there were no tickets for sale. The only way in was getting the AIDS test in the stalls, which were in different parts of the city of New York. The number of tests increased by 300% and for 60% of the people it was their first time tested. Tickets sold out in just hours. The experience was so successful that it was replicated in several US cities. This campaign will compete in the 2015 Cannes Lions Festival. The creative team behind it is made up by: Favio Ucedo, CCO; Facundo Paglia and Aurora Morfin, Associate Creative Directors; Facundo Paglia and Marc Duran, Writers; Martín de Ferrari, Brian Novoa, Julieth Monsalve, Anthoni Rodriguez and Marc Duran, Art Directors; Nadina Steinberg, Senior Producer; Keyla Hernandez, Producer of the agency; John Jardine, Associate Accounts Director; Gabriela Olave, Account Executive; Holly Mcgavock, Planning Director; Venus Soto, Project Manager; Naomi Fernandez, Planner; Marc Duran, Editor; Andy Rosenblatt, Executive Producer of Metropolis; Tom Brink, Vision camera and Diego Jacome, Executive Producer at Helio. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on PRODUPublicidad.
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