José Pedro Bortolini
Director artístico at Leo Burnett Riyadh
São Paulo, Brasil
TítuloCome Protected
Campaña #ComeProtected
Anunciante BE FREE
Marca BE FREE
Fecha de primera difusión/publicación 2018 / 11
Sector Empresarial Instituciones/Organizaciones no gubernamentales
Filosofía Viewpoint of the condom is protagonist in film The creative collective BE FREE launches an unusual campaign to mark World AIDS Day In World AIDS Week, the creative collective BE FREE launches the #ComeProtected movement, a project that celebrates gender and sexual diversity, reinforcing the importance of using condoms and the practice of safe sex. The collective is formed by the copywriter Chico Lucas, the director duoFeGus (Fernanda Magalhães and Gustavo Guives Leal) and the art directorsJosé Pedro Bortolini and Higor Franco. The campaign’s film came from an unusual point of view to try to get people's attention, It was months of researching material, studies and tests to get to what the group calls “RUBBER-O-VISION” The images were captured with special glass attached to the camera lens in order to achieve the expected result without the need for post-production. The idea was born based on alarming data from WHO, UNAIDS and the Ministry of Health: today, 6 out of 10 young people do not use condoms; about 7,000 women between the ages of 15 and 24 are infected with HIV every week; and in the last 10 years, the number of elderly people with AIDS in Brazil has grown 103%. In addition to the film, #ComeProtected also features downloadable posters, a hotsite and profile on instagram. All produced in different languages, aiming to reach as many people as possible, especially those in countries where condom use has fallen dramatically in recent years. The project also counted with the support of Dumitriu Filmes, Canja Audio Culture, Psycho n 'Look and Agê Barros photographer.
Medio Logotipos
Duración
Creative and Script
Creative and Script
Creative and Script
Creative and Script
Directed By
Production
Director de fotografía
Director de fotografía
Director de fotografía
Producer
Producer
Production Assistant
Director artístico
Director artístico
Director artístico
Motion graphics
Color Grading
Design
Still
Special Thanks
Special Thanks
Special Thanks
Special Thanks
Special Thanks

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