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BETC Paris

BETC Paris

Pantin, France

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TitleThe Clocks Project (Board)
Campaign The Clocks Project
Advertiser Solidarité Sida
Brand Solidarité Sida Afrique
Date of First Broadcast/Publication
Product AIDS Africa Solidarity Fund
Business Sector Disease Awareness, Support Groups & Associations
Tagline Every minute counts.
Tagline (original language) Chaque minute compte.
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.
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.
Media Type Case Study
Market France
Outdoor JC Decaux
Electrics Labo Prod
Creative Director
Art Director
Account Manager
Account Manager
Account Manager
Account Manager
Advertising Manager
Advertising Manager
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