Case Film

Presentation Image

Title	THE HIV+ ISSUE
Brand	VANGARDIST
Product/Service	VANGARDIST 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

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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