| Title | CRYING STATUE |
| Brand | AIDSFONDS |
| Product/Service | NON PROFIT ORGANISATION |
| Category |
E02. Ambient Outdoor |
|
Entrant
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
DE MEDIA MAATSCHAP Amsterdam, THE NETHERLANDS
|
|
PR
|
N=CONTENT Amsterdam, THE NETHERLANDS
|
|
Production
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Production 2
|
DIMARCO Leiden, THE NETHERLANDS
|
|
Additional Company
|
AIDSFONDS - SOA AIDS NEDERLAND Amsterdam, THE NETHERLANDS
|
Credits
| Carsten van Berkel |
N=5 |
Concept creator |
| Stefan Leendertse |
N=5 |
Concept creator |
| Thijs Bontje |
N=5 |
Creative Director |
| Daniel te Lindert |
N=5 |
Creative Director |
| Bastiaan Weers |
N=5 |
Strategy Director |
| Judith Lavalette |
N=5 |
Head of Account |
| Hans Dekker |
N=5 |
Agency Producer |
| Casper Reus |
N=5 |
Producer |
| Lotte de Rooij |
N=5 |
Producer |
| Mariska Franssen |
N=5 |
Producer |
| Louise Mahler |
N=5 |
Account Manager |
| Branda Rangel |
N=5 |
Account Manager |
| Sander Kruit |
N=5 |
Graphic Designer |
| Ronald van Vemden |
Toonafish |
Production |
| Daniel van der Zon |
Dimarco productrealisation |
Producer |
Cultural / Context information for the jury
In the Netherlands, the battle against AIDS is steadily advancing. Medical treatments and precautionary medicines have become quite mainstream; helping prevent new infections and deaths. But this perception of positivity and control, reinforced by what is published in the media, has taken the focus off a disease that has claimed the lives of millions of people worldwide. It’s stopping the Dutch public from caring about the cause and supporting the ongoing fight against the disease and even affects government funding. By showing the harsh reality of what suffering from AIDS looks like in 2019, we can create renewed awareness for people, organisations and governments, and give new purpose to future fundraising efforts. Our brief was to make a bold statement—to reveal the horrifying truths of the AIDS epidemic. And we did this, not by using 40year old, clichéd imagery, but by stepping away from stereotypes to update the story.
Please outline the innovative elements of the work
On December 1st, World AIDS Day, the UN released the most up-to-date statistics. On the same day, we unveiled a statue to show the harsh reality of the AIDS epidemic. We placed a monument in the centre of Amsterdam that made the cold, hard numbers tangible and emotional. A 3D printed, bright pink statue of a lady crying tears at the same tempo lives are lost to AIDS—every 40 seconds. This poignant statue stood in a pond filled with 32 million tears. One for every victim so far. The statue was the central idea of an integrated campaign. Following the reveal, it was supported by DOOH screens throughout the city centre, which also communicated the message and drove awareness and traffic to our installation. A TV-commercial and online advertising led people to the Aidsfonds website.