- Viread is an antiretroviral HIV medication. It’s once-daily dosing, favourable safety and tolerability, plus potent antiviral activity made it ideal for use in treatment-naïve patients – making it easier for them to live with HIV. For the launch of this campaign in Canada, we sponsored the work of HIV-positive artists and featured their work in our promotional materials. We also created a series of events, in partnership with the Canadian AIDS Treatment Information Exchange (Catie), called “Art Posi+ive” which showcased the work of artists living with HIV to raise awareness of the disease.
- CREDITS: Creative Director: Tracey Cooke (Torre Lazur McCann) Art Director: Chris Paleczny (Torre Lazur McCann), Copywriter: Thomas Hirschmann (Torre Lazur McCann)
Art Posi+ive Artists: NELSON FRENCH, SHAYO, KEITH PERROTT, MORGAN McCONNELL, JAMES HUCTWITH, GUSTAVO HANNECKE