merit
Usually, advertising tends to show ageing as a problem, and present all sorts of creams and products as solutions to the problem. In this film, we wanted to counter this paradigm and show that ageing is a wonderful thing. In fact, it's the best thing we can wish for you. Especially for an association that has been fighting for the health and rights of HIV-positive people for 40 years.
That's why this film shows people who are suffering the effects of ageing. People who have lived with the disease, or close to it, who come together, at the end of the film, thrilled to be able to celebrate a new anniversary together.
For 40 years, AIDES has been fighting for the health and rights of people living with HIV. And over the past forty years, the NGO has won many victories, making it possible to live with HIV, and developing treatments to prevent transmission of the virus.
Unfortunately, these victories have had an undesirable effect as the fight against AIDS now seems less important today in people's mind than it once did. A real problem for the NGO, because we'll never be able to put an end to the epidemic if we don't make the fight against AIDS a priority.
At 40 years old, the association seems to be searching for meaning when it informs us. It seemed to want to celebrate its past victories over the virus, without understanding what would motivate people to continue to see the fight against AIDS as a priority. Remembering its historic victories that had enabled society and science to progress, it wondered how to give meaning to its fight today.
In fact, the association was going through a real mid-life crisis of its own.
That's why, in this film, we wanted to highlight an essential aspect of their fight: today, there are a lot of people living thanks to them.
The film not only aroused strong emotion among supporters, donors and people involved in the association, but also reached a much wider target than anticipated in the brief, reaching an audience of 9.2M and an estimated 229K views, without any media investment.
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