Cannes Contenders: TBWA\Hong Hong

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…

TBWA\Hong Kong

AIDS Concern: Text From Your Ex

To the majority of people in Hong Kong, statistics about HIV are simply numbers. They are in constant denial of the fact that they or their loved ones could potentially become victims of HIV. This is why TBWA\Hong Kong and AIDS Concern created a microsite that allowed concerned friends and family to send a ‘TEXT FROM YOUR EX’ to encourage at-risk individuals to book HIV tests. An anonymous SMS, which appeared to come from an ex-partner, told the recipient that they recently discovered they might be HIV+. It was immediately followed by another SMS, revealing AIDS Concern as the source of the message, and provided a call-to-action that drove people to a microsite where they could make an immediate booking. With an important message to share, it was crucial to send one that couldn’t be ignored – a text from your ex.

Want to showcase your agency’s best chances at Cannes this year? Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.