Michael Weinzettl on the amazing work TBWA Paris has been doing on French Aids charity AIDES for more than 13 years now.
AIDES is a French community-based non-profit organization that was founded in 1984 by Daniel Defert, following the death from Aids of his life-long companion, philosopher Michel Foucault. The name is a play on words on aides (the plural for help in French) and Aids.
The organization's aim is to bring people living with HIV/AIDS together with their loved ones and peers into an organized entity dedicated to fighting HIV/AIDS and to defend the rights of people and communities affected by this disease. To that end there have been over the past 13 years or so plenty of outstanding ad campaigns, mostly from TBWA, Paris, which have won awards worldwide.
They differ from the majority of social campaigns by having been expensively and handsomely produced: First-rate, photography, illustration and really well-produced films are a characteristic of the AIDES work ever since they started. They coincided with the arrival of one of the best creative directors of our time, Eric Vervroegen, at the helm of TBWA Paris where he stayed for almost seven years and was responsible for TBWA becoming Cannes Agency of the Year four times in a row – before joining San Francisco-based, Goodby, Silverstein & Partners. (Although TBWA Paris has continued doing outstanding work for AIDES to this very day, Erik's move at the time may explain why all of a sudden there were some extraordinary spots for a French NGO coming from the West Coast of the US.) In 2011, Erik became International Creative Director Publicis Worldwide, which saw him overseeing creative in all the Publicis network agencies throughout Europe, Africa, Latin America, North America, Asia and Australia and lead creative on the global Ray-Ban business. As of 2016 he has returned to TBWA and is now Executive Creative Director of TBWA Chiat/Day Inc. and – only since a couple of weeks ago – their Global Head of Art.
The reason I'm doing this retrospective of AIDES advertising is that for the first time the cover of our magazine has been taken from an ad for AIDES. You guessed correctly: it's those frolicking bunnies in an appropriately sex-positive ad created by TBWA Paris on the occasion of International Swingers Day with the headline reading: "Mix wtih ecah other. Safe togehter" that will grace the front of Lürzer's Archive Vol. 1-2017 – thanks to you too, this cover option received the most votes in our Cover competition in the week before Xmas.
2016. Client: AIDES. Agency: TBWA, Paris Creative Directors: Benjamin Marchal, Faustin Claverie. Art Directors: Sebastien Skrzypczak, Morgane Alexandre. Illustrator: James Jean
2016. Client: AIDES. Agency: TBWA, Paris Creative Directors: Benjamin Marchal, Faustin Claverie. Art Directors: Sebastien Skrzypczak, Morgane Alexandre. Photographer: Mathieu Cesar
2015. Client: AIDES. Agency: TBWA, Paris. Creative Director: Jean-François Goize. Art director: Marianne Fonferrier. Coypwriter: Antoine Colin. Photographer: Aurélien Chauvaud
2008. Client: AIDES. Agency: TBWA, Paris. Art Director: Jonathan Santana. Copywriter: Xander Smith. Illustrator: James Jean
2005. Client: AIDES. Agency: TBWA, Paris. Art Directors: Cedric Moutaud, Guillaume Chifflot. Photographer: Dimitri Daniloff
2005. Client: AIDES. Agency: TBWA, Paris. Art Directors: Bjoern Ruehmann, Joakim Reveman. Copywriter: Xander Smith. Photographer: Christophe Kutner
2003. Client: AIDES. Agency: TBWA, Paris. Art Director: Marianne Fonferrier Copywriter: Ghislaine de Germon Photographer: Eric Traore
2003. Client: AIDES. Agency: TBWA, Paris. Art Director: Emmanuel Bougneres. Copywriter: Matthieu Elkaim. Photographer: David Bellemére