The creative idea focuses on an impossible choice between two unexpected options to drive attention to the fact that, unlike this scenario, some decisions are easy to make. HIV testing is one such easy decision: “would you rather moonwalk to lunch or sidestep to dinner?” There’s always a choice but when it comes to HIV testing, don’t think about it…just go!

The use of very dynamic video footages were intended to be attractive and adapted to a viral visualization and dissemination. The aim was to challenge the population, especially the youngest, to activate them to change the way they see HIV and get tested.

The integrated campaign started with a teaser communication disseminated to healthcare professionals and selected media. The campaign was revealed by a viral video on social networks on World AIDS day (December 1) and supported simultaneously by a street marketing event across Paris. The campaign was relayed through social networks and specialized websites.

In addition, the campaign has been supported by a famous French association (Sida Info Service) which fights against HIV: its support for relaying the messages helped to increase the credibility of the campaign.

The campaign were very well received by medias who praised its boldness.