LATAM & USA
MTV & WORLD AIDS DAY
More than 30 actors, a huge international production crew and the best party in town were the ingredients for this amazing campaign. BAYER partnered with MTV to bring awareness about HIV and sexual diseases to Gen Z.
The goal was challenging, we needed to engage teenagers by using their language, their tone of voice, and keeping the MTV personality. We were torn between several ideas and finally, we all agreed to go for the most ambitious one.
Gold for best CSR Campaign / Best Agency
The film was very successful. The spot was aired in LATAM and Brazil. After its success there, MTV & BAYER decided to also air the spot in the USA. The campaign was awarded GOLD for "Best CSR Campaign" and "Best CSR Agency" by the American Marketing Association. The secret of this amazing campaign is an honest and sincere communication with our client. We approached the challenges the same way, we understood the opportunity the same way and we became a courageous team sharing the same goals.
The whole idea is based on a visual game with the audience to hide our message in a creative way. The film is a big party in a multiple storey building, showcasing different characters and personalities. Addressing diversity&inclusion was one of the main goals, from LGBQTIA+ to different races, etc… This party was fun, crazy, and therefore the perfect setting for our serious message. We created the perfect environment to launch our concept.
“We have been working with plus305 for more than 3 years and we couldn’t be happier with the outcome. It is extremely difficult to find an agency that blends creativity with an in-depth expertise in CSR topics which is a very delicate area when it comes to campaigns and communication.” Alfredo Figaredo, Director, Public Affairs & Corporate Social Responsibility at ViacomCBS Americas.