In the early 2000s, AIDS communication had become very sterile, contrived and not very relevant to the youth. Levi's embarked on an AIDS awareness and prevention campaign they called CD4 (related to blood count). To make the campaign relevant, Levi's brought out a CD of local artists who really spoke to the youth.  The brief was to create something edgy and relevant that wasn't expected and 'textbook' like so much of the communication at the time. 
My concept was to educate while entertaining, using a fresh approach to the language and having a bit of fun, even having fun by talking about inserting the CD as an analogy of having sex. Client loved the language and the approach, and the CD flew off the shelf.