MTV - World AIDS Day Campaign
The idea was to promote safe sex by a simple act - get people to put their CAPS ON online. On World Aids Day, 2012, we got more than 50,000 people to tweet or post in ALL CAPS spreading awareness around safe sex practices. #CAPSON trended on Dec 1st and many celebrities joined in to support the cause. Here is the rather bold communication behind it.
We created light hearted animation films to help spread the word online and build up to World AIDS Day.
Agency - McCann Worldgroup India, 2012
Team - Denzil Machado, Abhinav Tripathi, Ashirwad Mhatre, Ajay Ramaswamy, Vivek Shinde, Purva Bakalkar, Ishaan Pandya