Conceptual Art Director › Project
Woody, Aides
HIV prevention campaign for Aides × TBWA\Paris
In France, 30,000 people live with HIV without knowing it. They can reassure a partner in perfect good faith, and be wrong. Hence the concept: "Sometimes, you can lie without knowing it." And hence Woody, a present-day Pinocchio whose nose grows in bed without him understanding why. The campaign pushes for testing without ever accusing: the liar is not lying.
TV Spot & Making-of
A bedroom, a couple, and Woody's nose growing with every reassuring word. He is not lying, he does not know. The making-of shows how the trick was done, the nose added frame by frame in post-production.
PR Campaign
For the press, a mug with Pinocchio's nose, sent to journalists. An object that makes you smile and says what matters, "sometimes, you can lie without knowing it", to get testing talked about in newsrooms. Yann Barthès played along and opened one of his shows with the mug.
Posters
The same idea, frozen in a single image: the nose already long, the eyes still innocent. In French and English versions.
Credits
Client: Aides, Christian Andreo, Antoine Henry, Charmaine da Costa Soares.
Agency: TBWA\Paris, Anne Vincent, Véronique Fourniotakis, Marion Floch, Teddy Notari.
Creative director: Jean-François Goize.
Art direction: Matthieu Darrasse.
Copywriting: Alban Gallée.
Head of TV: Maxime Boiron.
TV producer: Guillaume Faurel.
Media: Pierre Draber.
Production: Control, Hervé Dommange and Jacques-Étienne Stein.
Directors: Marc & Ish.
Visual effects: Nomansland FX, Mikros Image.
Cast: Mathilde Warnier, Alexander Ferrario.
Music: produced by Else, sound direction Fabrice Pouvreau and Valéry Pellegrini; "What the F***", performed by David Guetta, (P) 2012 What A Music Ltd, exclusive licence EMI Music France, courtesy of EMI Music France.
November 2013.
See the portfolio
Open this project in the portfolio, with all the visuals and animations.