2015 Branded Content & Entertainment

THE HIV+ ISSUE

Gold Eurobest

Case Film

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TitleTHE HIV+ ISSUE
BrandVANGARDIST
Product/ServiceVANGARDIST MAGAZINE
Category A07. Original Printed Content
Entrant Company SAATCHI & SAATCHI SWITZERLAND Geneva, SWITZERLAND
Contributing Company SAATCHI & SAATCHI SWITZERLAND Geneva, SWITZERLAND
Production Company PULSE FILMS London, UNITED KINGDOM
Credits
Name Company Position
Jason Romeyko Saatchi/Saatchi Switzerland Executive Creative Director
Jan Teulingkx Saatchi/Saatchi Switzerland Creative Director
John Pallant Saatchi/Saatchi Creative Director
Melissa Masurel/Lucas Conte Saatchi/Saatchi Switzerland Planner
Andrea Pedrazzini Saatchi/Saatchi Switzerland Chief Executive Officer
Emma Jenkins/Guendalina Gennari Curlo Saatchi/Saatchi Switzerland Account Director/Account Manager
Rob Wetton Saatchi/Saatchi Switzerland Copywriter
Gustavo Figueiredo Saatchi/Saatchi Switzerland Art Director
Roger Kennedy Saatchi/Saatchi Designer
Andy Gulliman/Vicky Cullen Saatchi/Saatchi Switzerland Agency Producer
Justin Bilingsley Saatchi/Saatchi Chief Executive Officer/Dynamic Markets
Tom Elsinger Saatchi/Saatchi Worlwide Creative Director
Jean-pierre Maler Saatchi/Saatchi Switzerland Finance Director
Julian Wiehl/Carlos Gomez Vangardist Chief Executive Officer
Lukas Burian Vangardist Account Supervisor
Olivier Würfell/Arlene Mcgann/Clemens Krueger Pulse Films Director/Producer/Dop
Magda Weyrer/Stijn Klaver/Lennert Vedts/Nicolas Pignatelli Designer/Art Director/Art Director/Account Manager
Zoe Kent/Isobel Kerr-newell Saatchi/Saatchi Pr Director
Ben Robinson/Andrzej Moysweowicz Freuds Pr Director

The Campaign

Between 2004 and 2013 there was an 80% increase in HIV-infections. For this reason Vangardist decided to dedicate their edition to the topic. So together we set out to create an emotional response by printing a special edition with a combination of HIV+blood and ink. Early April 2015 we took blood of 3 HIV-positive donors and mixed it with ink to print the Hero-edition of Vangardist Magazine. Our main message #HIVheroes became one of the most trending topics in the world. Within that time-frame from April till Eurovision Song Contest we started raising money for projects supported by Life Ball, the biggest yearly event to fight HIV.

• One of the most trending topics on the net • Received broad coverage on platforms like buzzfeed, mashable,iflscience.com • Over 5,2m shares in the first ten days of the campaign • More than 20mins of live coverage on news channels such as CBS-News, BBC, AlJazeera, etc • Reaching out to an estimated audience of 54million • Over 300 publications covered the topic in 28 countries across the globe. • All coverage added up to an earned media value of USD 2,9m • On the day of entry, the edition was on its way to selling out, raising potentially EUR 150K of donations.

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