The Clocks Project by BETC Euro RSCG, Paris

BETC Euro RSCG created this outdoor advertising campaign for Solidarité Sida Afrique (Aids Africa Solidarity Fund).

The project aims to raise aware­ness of the difficulties faced by Aids sufferers in Africa, where despite 1.6 million children and adults dying from the disease each year, access to treatment and healthcare is extremely limited.

The ad agency worked with the artist Nadine Grenier to create an installation composed of 321 clock mechanisms, with 963 clock hands, all of which tell different times. The mechan-isms are inter-connected and twice a day the hands align to form the following phrase: “Every 12 hours in Africa, over 2,000 people die of Aids because they have no access to care. Every minute counts.” The rest of the time, the clockhands display an abstract pattern that is intriguing to passers-by.

Agency: BETC Euro RSCG, Paris.
Creative director: Stéphane Xiberras.
Art director: Benjamin Le Breton.
Copywriter: Arnaud Assouline.
Artist: Nadine Grenier

BETC Euro RSCG, Paris

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