It seems as though our world is never capable of suffering enough. In any measurement of time, there is violence. There is hate. There is, even in its lightest brush, a sincere misunderstanding of other cultures and a profound refusal to try otherwise. We kill. We destroy. We ruin. Nothing is sacred to our species as a whole, no matter how much we honor art, faith, and blood. But even in that, a twinkling starscape of evolved cultures, somehow pulsating with explosions, there is solidarity. There is hope. There is warmth. There is comfort. There is compassion. There is charity. There is love. And it strangely takes a series of football ads to send your heart into a spin.
In that moment, you remind yourself how easy it is to start an article with an old novelist’s dystopian stare-down of the present when, deep down, you know the world has more good in it than bad. But we need the reminders, and the Parisian office of New York-based agency TBWA recently published a series of ads for the French nonprofit AIDES. Though using the classic “Make love, not war,” the adverts are striking and bold, illuminating stern sincerity during a strange moment in Europe’s history, as the month-long UEFA Euro 2016 continues.
Until July 10th, the whole world will be flocking to France to be thrilled by football. Each day, hundreds of thousands of people from dozens of different countries will celebrate the event, giving way to thousands of potential encounters. For AIDES, the message was immediate and obvious “blend together, safe together.” By highlighting fraternity between people and countries, and celebrating all sexualities, AIDES stays true to its off-the-wall and provocative state of mind.
The community-based AIDES was founded by sociologist and notable activist Daniel Defert in 1984 following the death of his long-time partner, famed philosopher and historian Michel Foucault. It was the first AIDS awareness organization in France.
See the beautiful, powerful ads below.
[via Ads of the World]