MTV Staying Alive - "MTV Staying Alive Chewing Gum"

MullenLowe MENA

MullenLowe MENA Dubai, Emirati Arabi

8628

Titolo	MTV Staying Alive Chewing Gum
Agenzia	MullenLowe MENA
Campagna	MTV Staying Alive Chewing Gum
Cliente	MTV
Marca	MTV Staying Alive
Data di Prima Diffusione/Publicazione	2009 / 1
Prodotto	Aids Awareness
Settore	Pubblica sicurezza, salute, igiene
Slogan	Always use a condom
Trama	The idea, which uses a piece of chewing gum as a simple metaphor for the virus, is based around communicating the dangers of unsafe sex. How nonchalant society has become with regards to the disease, and how the disease knows no bound; it has the power to affect each adn everyone of us if we allow it to and don't take the necessary precautions. This is demonstrated by the ease with which the gum makes its way through a number of extremely different people, something otherwise known as the 'six degrees of separation.
Filosofia	What was the message you wanted to convey? Always use a condom What were the media mix and weighting, and why? Global TV Give some indication of the size of your media budget. There was no media budget as it was an MTV initiative. Airtime borne by MTV Define the target audience. Young males - 17 to 25
Problema	The increase the number of young males to use protection during sex and not indulge in unprotected sex.
Tipo di Media	Televisione e Cinema
Lunghezza	60 seconds
Casa di Produzione	Boomtown
Account Supervisor	Tarek Miknas
Art Director	Layal Chuman
Art Director	Shanon Waugh
Copywriter	Bianca Bernstein
Creative Director	Mark Lewis
Creative Director	Sanjay Mathur
Editor	Omar Abbas