To educate young people of the importance in preventing AIDS, Quê agency and radio MIX developed an action on Facebook on 1st December, World Day to Combat AIDS. Through a “failure” of Facebook that was exploited by hackers to get some extra hits on their sites, the agency posted on the profile of the radio two videos with sexy appeal, with a woman and a man respectively. Drawn by curiosity, surfers clicked on the video and were surprised by a message at the end: “With HIV is like that: you get distracted, get the virus and shares without even realizing it. Take a look to your wall. Prevent always, December 1, World Day to Combat AIDS. ” The viral idea was shared automatically in the user profile, which ignored the possibility that video is a “virus”. It was so shared that Facebook has come to overturn the action. Yet obtained in only 6 hours more than 6000 views and over one million people affected.
Advertising Agency: Que, Brazil
Creative Director: Eduardo Almeida
Art Director: Luke Buléd
Copywriter: Milena Zindeluk
Account Managers: Tatiana Soter, Denise Rodrigues, Marcia Perdomo
Planners: Luren Alves, Bruno Altieri
Media: Fatima Rendeiro, Mario Raposo, Rafael Machado, Moraes Elaine, Caroline Hildebrandt, Camilla Araujo