The biggest line in history to fight HIV-related discomfort.
Today, some people living with HIV feel like they've been left behind.
For World’s AIDS Day, we hacked the Paris’ iconic Concorde subway station, drawing a line over a mile long on all their woes to finally elevate their quality of life to a natural right. This campaign has been awarded by many festivals.
The “Tirons Un Trait” (= “Let's Draw A Line”) campaign has been visible in this subway station for a week, as well as in national newspapers via print ads.
A full-size redesigned subway station,
more than 44,000 printed tiles and more than a mile of lines
drawn on the discomfort felt by people living with HIV.
A multi-awarded campaign.
• Grand Prix Stratégies
• Grand Prix Du Brand Content
• Grand Prix Stratégies des Stratégies Media
• Grand Prix De La Communication Extérieure
• Gold & Grand Prix du Jury of Festival De la Com Santé
• Prix Empreintes
CREDITS.
Agency: Addiction - Creative Director: Jérémy Froideval
Art Director: Xavier Gérard - Copywriter: John Vallee