This impactful creative was based upon a key strategic insight — AIDS is still a major public health issue. And with cases increasing among Viacom’s key 20-something demo, it was even more essential to get the word out to employees.

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