The Parisian office of New York-based agency TBWA recently published a series of ads for the French nonprofit AIDES. “Make love, not war,” is the overarching theme of this campaign that were used during the month long UEFA Euro games.
Until July 10th, the whole world will be flocking to France to be thrilled by football. Each day, hundreds of thousands of people from dozens of different countries will celebrate the event, giving way to thousands of potential encounters. For AIDES, the message was immediate and obvious “blend together, safe together.” By highlighting fraternity between people and countries, and celebrating all sexualities, AIDES stays true to its off-the-wall and provocative state of mind.
AIDES was founded by activist Daniel Defert following the death of his long-time partner, and philosopher Michel Foucault.