The Work: New Campaigns - The World.(BETC Euro RSCG )(Fiat Media Center)(In-house)

 
INPES - Free hugs - France 
CREDITS 
Project: Free hugs 
Client: Stephane Delaunay, communications manager, INPES 
Brief: Encourage people not to discriminate against those with Aids 
Creative agency: BETC Euro RSCG 
Writer: Olivier Apers 
Art director: Hugues Pinguet 
Media agency: OMD 
Media planner: David Delannoy 
Production company: Cosa 
Director: Denis Thybaud 
Post-production: Nighshift 
Exposure: National TV, internet 

A web-inspired movement, which encourages people to take to the streets with signs advertising 'Free hugs', has been taken up by the French Health Ministry (INPES) for a campaign to curb discrimination against people with Aids.

The initiative follows research that showed if HIV sufferers are accepted by society, they will be less inclined to take risks, be more careful about prevention of virus transmission and follow treatment programmes.

BETC Euro RSCG produced the internet and TV campaign, which was shot over a two-day period as if by an amateur cameraman.

The spot features a man roaming city streets with a 'Free hugs' placard At first, people ignore or avoid him, but eventually many take him up on his offer.

The film ends with the line: 'Aids is not transmitted like this. But love is.'

 
FIAT - GIRLS - ITALY 
CREDITS 
Project: Girls 
Clients: Stephen Norman, marketing director; Giovanni Perosino, 
communications director, Fiat 
Brief: Present the Grande Punto as fun to drive 
Creative agency: Armando Testa 
Writers: Pietro Verri, German Silva 
Art directors: German Silva, Dario Anania 
Media agency: Fiat Media Center 
Production company: Movie Magic International 
Director: Carlo Sigon 
Post-production: Movie & Art 
Audio Post-production: Top Digital 
Exposure: National TV