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BETC Paris Case Studies

Title "The Clocks Project (Film)"
Agency BETC Paris
Campaign The Clocks Project
Advertiser Solidarité Sida
Brand Solidarité Sida Afrique
Date of First Broadcast/Publication 4/2009
Product AIDS Africa Solidarity Fund
Business Sector Disease Awareness, Support Groups & Associations
Problem In Africa, more than 1 600 000 million people die from AIDS each year because they don't have access to treatment. The association Solidarité Sida (AIDS Solidarity) wants to alert Europeans to the necessity of acting quickly against this situation.
Story On 30 April 2009, an innovative outdoor campaign was launched in a special preview at Pathé Quai d'Ivry. This unique piece will then be exhibited at the "Solidays" festival, to be held on 26, 27 and 28 June at Longchamp Hippodrome. The work will consequently be presented at every event organised to collect funds for the fight against AIDS.
At a set time, twice a day, the hands of these clock mechanisms come together and align to form a sentence, delivering the following message: "Every 12 hours in Africa, over 2000 people die from AIDS because they have no access to care".
Philosophy We created an outdoor installation of 2m x 2m, in association with the artist Nadine Grenier, composed of 321 clock mechanisms, that is 963 clock hands (all telling different times). The bottom of the installation carries the call to action explaining where people can get more information about the foundation and donate online.
Tagline Every minute counts.
Tagline (original language) Chaque minute compte.
Media Type Case Study
Length135 seconds
Market France
Outdoor JC Decaux
Electrics Labo Prod
Creative Director Mr. Stéphane Xiberras
Art Director Mr. Benjamin Le Breton
Copywriter Mr. Arnaud Assouline
Account Manager Mr. Raphaël de Andréis
Account Manager Mr. Xavier Royaux
Account Manager Mr. Philippe Brandt
Account Manager Ms. Elodie Andurand
Artist Ms. Nadine Grenier
Advertising Manager Mrs. Barbara Alfandari
Advertising Manager Mr. Emmanuel Dollfus
Advertising Manager Ms. Cécile Jaraudias

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