Love Life Festival
| The Love Life festival was organized to create safe sex awareness amongst the younger inhabitants of The Hague. The campaign has a strong visual identity in which the heart plays the most important role. The heart symbolizes two people having sex; becoming one, but remaining separate because they protect themselves. The colours are chosen because aids affects all people, no matter their social background or sexual preferences. The black has a strong link to the nightlife, where the majority of the target audience can be found.
To add to the visual identity we used a lot of edgy and funny short copy, to trigger people to think, to smile, to provoke. A different and new approach to bring the message of safe sex, because merely scaring people just doesn't work. So why not try it with a little humour? A tram that says 'Take me, take me now!', toilet stickers that say 'Make me wet', crew shirts that say '(s)crew' or for the bar crew 'I can make you come twice', mirror stickers that say 'Mirror, mirror on the wall, who is the sexiest of them all?', free cards that scream 'Take me!' and promotion teams with billboards that say 'If you like my back, you should check the front'. And we also have the 'One Night Stand Up Comedy' and a dance event ' called I'm Gonna Make You Sweat'.