The Drum Awards for Marketing - Extended Deadline

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By Minda Smiley, Reporter

May 1, 2015 | 2 min read

The NGO Life Support Group and Ogilvy Brazil have placed posters around the city of São Paulo that each contain an actual HIV positive drop of blood.

The powerful ad aims to show that just like the posters, HIV positive people can be productive members of society.

Aricio Fortes, CCO from Ogilvy Brazil, said that insight for the campaign was based upon medical information that shows HIV cannot survive outside the human body for more than one hour.

“The poster humanizes the problem and brings people together for the cause, showing that it’s possible to live in a prejudice-free society,” he said.

While the posters are harmless to the public, the development of the campaign was supervised by a doctor in order to ensure proper safety measures.

Nine volunteers provided blood samples to help create the posters, which were placed at universities, bus stops, and bars throughout the city.

Agency: Ogilvy Brazil

CEO Ogilvy & Mather: Fernando Musa

Chief Creative Officer: Aricio Fortes

Executive Creative Director: Paulo Coelho

Art Directors: Bruno Mazzotti, Rafa Oliveira

Copywriters: Vinicius Fernandes, Patrick Matzenbacher

Head of TV/Production: Rafael Rosi

Producer: Sonia Cremerius

Editor: German Espiaut, Deydson Rocha

Media: Daniella Gallo, Betânia Aragão, Henrique Camargo

Account: Daniela Glicenstajn, Roberta Acerbi

Client Approvals: Cláudio Pereira, Jorge A. Beloqui, Victor Hugo Batista da Silva, Silvia Aparecida Domingues de Almeida, Teresinha de Jesus Cardoso Martins, Brunna Valin, Jeferson Guimarães Martins, Micaela Carolina Cyrino, Oséias Cerqueira dos Santos.

Production House: Bossa Nova Films

Director: Livia Gama

Account: Paula Alves

Executive Producer: Edu Tibiriça

Director of Photography: Marcelo Rocha

Art Director: Joaquin Corsiglia

Editor: Eduardo Gripa

Post Production: Bossa Nova Films / Rosa Félix

AUDIO PRODUCTION

Audio Production House: Lucha Libre

Producer/Maestro: Paulo Corcione

Executive/Account: Igor Ferreira e Daniela Celer

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