Category B03. Posters
Entrant LOVED Hamburg, GERMANY
Idea Creation LOVED Hamburg, GERMANY
Production LOVED Hamburg, GERMANY
Name Company Position
Alexander Müsgens loved GmbH Creative Director Art
Mieke Haase loved GmbH CEO Creative
Lilli Oldag loved gmbh Account Manager
Ilker Yilmazalp thjnk AG Creative Project Supervisor
Daniel Nagel Jugend gegen AIDS e.V. CEO
Marlon Jost Jugend gegen AIDS e.V. Member of Boards


Youth against AIDS is a non-profit organization initiated by pupils. With the help of donations, they have been providing free sexual education and information about health risks for young adults for ten years now.

Describe the creative idea (40% of vote)

DON’T FORGET !) We must make young people remember that they should use protection when engaging in sexual activities! But how? Well …when in doubt, tell a joke. By using the classic tradition of tying knots in order to remember important things in a modern and unexpected context, we created visuals that educate and entertain at the same time. For the objects that we use to tie the knots in the visuals, we decided on on phallic items that happen to be used as synonyms for the word "penis" in colloquial language, adding another associative level. In a way that fits perfect with our target-group we promote that sex can be loud and fun but please: Do it with love respect and condoms! We made six key visuals, but the idea can be endlessly transmitted to new and fresh executions that follow the same principle.

Describe the execution (40% of vote)

The reduced copy says everything that needs to be said; the exclamation mark is an emoji and a serious reminder at the same time. The illustration style targets young adults and shows a mix of 2D CI elements and elements of a 3D idea. The result is two things put together in a nutshell: The seriousness revolving around the subject safer sex and the playful, tounge-in-cheek graphical implementation.

List the results (20% of vote)

As a non-profit organization, Youth against AIDS needs donations to be able to do their work, and to collect donations, they need to be seen, have a strong visual appearance. The campaign is intended for the long-term, as it presents transmissible key visuals.