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Mix against AIDS

Agency Network: 
Published/Aired: 
March 2012

Description

To educate young people of the importance in preventing AIDS, Quê agency and radio MIX developed an action on Facebook on 1st December, World Day to Combat AIDS. Through a “failure” of Facebook that was exploited by hackers to get some extra hits on their sites, the agency posted on the profile of the radio two videos with sexy appeal, with a woman and a man respectively. Drawn by curiosity, surfers clicked on the video and were surprised by a message at the end: “With HIV is like that: you get distracted, get the virus and shares without even realizing it. Take a look to your wall. Prevent always, December 1, World Day to Combat AIDS. ” The viral idea was shared automatically in the user profile, which ignored the possibility that video is a “virus”. It was so shared that Facebook has come to overturn the action. Yet obtained in only 6 hours more than 6000 views and over one million people affected.

Digital advertisement created by Que, Brazil for Radio Mix FM, within the category: Media.

Advertising Agency: Quê, Brazil
Creative Director: Eduardo Almeida
Art Director: Luke Buléd
Copywriter: Milena Zindeluk
Account Managers: Tatiana Soter, Denise Rodrigues, Marcia Perdomo
Planners: Luren Alves, Bruno Altieri
Media: Fatima Rendeiro, Mario Raposo, Rafael Machado, Moraes Elaine, Caroline Hildebrandt, Camilla Araujo
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Hadrons's picture

Brilliant execution.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

andylefty's picture

Worked and good video to explain.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
Wordfruit's picture

I thought this was already posted...

Anyway, looks like it worked -- till it was stopped by facebook.

Wordfruit
Activity Score 1023
fadirahhal's picture

awesome..

fadirahhal
Activity Score 235
Art Director at Emirates Hospital and CosmeSurge
Nomad8's picture

Superb!!! This should've caught quite a few people unawares!

Nomad8
Activity Score 204
JWT India
kleenex's picture

The whole idea worked for me.

kleenex
Activity Score 51110
Web Designer/Developer
Karelgp's picture

Muy buena aplicación del medio.

Karelgp
Activity Score 123
Copywriter at Intégralo BTL
KimKong's picture

Love the message and execution. I only wish I had seen it in action on the site.

KimKong
Activity Score 198
Nike Diesel's picture

Clever.

Nike Diesel
Activity Score 13630
Art Director
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