Cannes Lions

HIV & AIDS AWARENESS

SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / AIDS FOUNDATION / 2008

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The army plays a very serious role in the Israeli society and everything about it is treated with great pride.

This Isael AIDS Task Force radio spot makes a bold and provocative use of the military talk and military terms. It uses them in a cynical way to explain a dangerous sexual act.

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