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X-UP CASE STUDY

ELTON JOHN IN THE WHITE BEDROOM

Eight TV spots

Co-Creative Directors:
Michael Franzini, Roger Baldacci [“White Bedroom”]
Michael Franzini, Dion Hughes, Mark Johnson [“Africa”, “Grand”]

THE CHALLENGE

Young people today never saw AIDS when it was an out-of-control deadly plague. Their main exposure to AIDS is likely from TV commercials for HIV medications showing people mountain biking and running marathons.
The truth is that AIDS is still a deadly disease, and its consequences are severe for those who live with it. We worked with Elton John and his foundation for two years, delivering this critically important message: AIDS AIN’T OVER.