Cannes Lions

Ohhh!

LOVED, Hamburg / YOUTH AGAINST AIDS / 2021

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Case Film
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Overview

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Credits

Overview

Background

Youth against AIDS was founded in Hamburg in 2010 - by a group of students who wanted to take their future into their own hands and do something about HIV and AIDS. Today – more than ten years later – they have outgrown their school bags, but still want to stay in touch with their young target audience. That’s why they wanted to create a new CI that is playful and engaging without overdoing it by trying too hard to appear young. But most importantly: They no longer want to be "against" something, but rather "for" something.

Idea

The "Organization for human health and happiness!" now gives all YAA’s projects for sexual health a new home. Sex is different for everyone, so each logo "O" is individual – based on the soundwaves of a person’s moan. They wear their own orgasm as a logo on their nubby business cards. With an app new supporters can have their own moans visualized and download them as an individual logo.

Execution

The whole CI of Ohhh! revolves around how sex is experienced individually, and the main element – the visually captured individual moan. This is why all stationaries are both individual, as each member has their own logo, and nubbed with clear lacquer for extra stimulation. The Signet, e.g. the visual moan, is meant to be played with and adapted for special occasions like Pride Month for example. A modern merchandise collection has been designed with an all-over print of all individual “O’s”, which will help the foundation collecting donations.

Outcome

Ohhh! was meant to be a cheerful big home for Youth against AIDS’ projects for sexual health and mark the point for the organisation, when they became BIG. Big in numbers, als also big in the sense of grown-up. And that is exactly how Ohhh! has been received. In only a few months they could achieve a wide reach throughout their social media channels: 20,500 Follower on Instagram, 35,642 Thumbs up on Facebook and 1,517 Follower on Twitter.

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