Euro 2016 Foes Spread the Love, Not HIV, in Risqué French AIDS Awareness Ads

Blending together in a time of strife

Headshot of Angela Natividad

Talk about sexual healing. On the heels of Skittles shedding its rainbow for London Pride, Euro 2016 is seeing color in some unexpected places.

TBWA\Paris' latest campaign for AIDES, the HIV and AIDS awareness group, features naked fans painted to represent the flags of their countries, appearing in pairs and post-coitus—which we know, because paint smears, as Germany and Sweden so artfully demonstrate below: 

The campaign, labeled "Make Love, Not War" and photographed by Eric Traoré, has a two-pronged message—to remind people to protect themselves from HIV (142,000 new cases were diagnosed in 2014) and playfully highlight cross-country fraternity as global soccer fans flock to France, where they're mixing and matching their local colors until July 10. 

"Blend together, safe together," the copy aptly reads (something Crazy Eyes would love).

"Some people continue to confuse sports competition and nationalist fever; this campaign is the best way to respond," says Aurélien Beaucamp, AIDES president. "A bit of love and lightness in a climate where reactionary temptations are raging can only do everyone some good."

We can roll with that—although Joe La Pompe, the industry's anonymous watchdog for ad copycats, snarkily observes that the idea, down to its paint-smeared exchange of bodily fluids, has already been used for colored powder company Zim, for its "Love is Colorful" campaign by Brazilian agency Tuppi.

Translation, for the lulz of it, because Joe La Pompe is a punning pro: "Nicely done TBWA\Paris but it's a pain in the ass to know this is a stolen kiss." 

Ah, well. Why split hairs when you can spread love? The campaign started running June 24 in print, on the web and outdoor. The top image in this post shows Belgium and Iceland. Check out a few other variants below. 

England and Russia:

Romania and (a very happy) Portugal:


Advertiser: AIDES

Advertising Agency: TBWA\PARIS

Advertisers Handlers: Christian Andreo, Nathalie Gautier, Antoine Henry, Charmaine Da Costa Soares

Account Handlers: Anne Vincent, Véronique Fourniotakis, Marion Floch, Mirella Ghil

Executive Creative Directors: Benjamin Marchal, Faustin Claverie

Art Director: Olivier Mularski

Copywriter: David Philip

Art Buyer: Isabelle Jaubert

Print Producer: Laurence Collavini

Photographer: Eric Troaré

Body painter: Guido DANIELE

Retouching studio: CHIC Paris

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
Publish date: June 30, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT