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Sugar Baby Love

headlinecnen
Live long enough to find the right one. Protect yourself.
basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Published:Apr. 26, 2006
Market:France
Language:French
Style: Minimalism
descriptioncnen
Description / Synopsis


Created as a video-clip and beated by the song "Sugar Baby Love" by the Rubbet's, the video tells humorously the lovey-dovey epic of a little boy then of a young man who, after discovering his homosexuality lives his sexual life although he's suffering from homophobic attacks. We observe him year after year, searching for The big love. Till then, he protects himself during his encounters with condoms.

Context


Although the gay comunity has been particularly sensitized with prevention since the very beginning of the AIDS, we observe a resumption of non-protected practices these last few years. Nowadays, homosexuals reprensent a fourth of new diagnosed cases and more than 4 discover they disease everyday.(INvS)

Philosophy/Solution


This new campaign plays on many homosexual community's visual codes, even caricaturing it, in order to give value to the use of condom. But it also aims at denouncing the discrimination background in which gays live their sexual oientation. The latest agressions testify it.
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Other credit:Production Artist Pascal Giroux
Modeler Leo Phong-thai, Olivier Lesaint, Laurent Herveig, Iam Le than, Benjamin Ruiz
Music Publisher Universal Music
Advertising Manager Vincent Pelletier, Olivier Dénoue, Bénédicte Leconte
Set-up Pierre Lasbignes
Render Morgan Sagel
Render Guillaume Ho
Render Olivier Lesaint
Render Thomas Mansencal
Flame artist Guillaume Pondard
Supervision Morgan Sagel
Supervision Geoffroy Barbet Massin
Supervision Julien Meesters
Agency Producer Christine Bouffort
awards
Clio Awards 2007
Silver
Public Service
Cannes Lions International Festival of Creativity 2006
Silver
Public Health & Safety
Eurobest - The European Advertising Festival 2006
Gold
Public Health & Safety
Meribel Ad Festival - Central Europe Cristal Awards 2006
Cristal
France: Commercial / NGOs, charities, aid organisation
Prix de la Campagne Citoyenne 2006

Associations
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