This impactful creative was based upon a key strategic insight — AIDS is still a major public health issue. And with cases increasing among 20-somethings, a major audience demographic for Viacom’s brands, it was even more essential to engage colleagues.

Turnaround time was insane for a full campaign that included emails, t-shirts, screen animations and environmental graphics. The hurdle was getting people engaged to participate, whether by donating or literally stepping up to join their colleagues.

It worked. Participation was the highest it had been in years. Oh, and the client picked both concepts we pitched, the other to be used the following year.

Creative Direction: Frankie Garcia-Tunon
Art Direction: Daryl Wu