Sidaction AIDS Hourglass

French AIDS awareness organisation, Sidaction, launched an advertising campaign raising awareness of AIDS and preparing for World AIDS Day, December 1. The 38 second spot shows the naked bodies of men and women writhing in a half light sexual orgy. It finally becomes clear that they’re in the context of a huge hourglass. The light changes from amber to white as bodies fall from through the hourglass. The text: “Dans le monde une personne meurt du sida toutes les 10 seondes. Protégez-vous. Sidaction – ensemble contre le SIDA.” Every 10 seconds, someone dies of Aids in the world. Protect yourself.

Human Hourglass in Sidaction AIDS advertisement

Human bodies in Sidaction AIDS Hourglass advertisement
Human body falling in Sidaction AIDS Hourglass advertisement


The Human Hourglass was created at Leo Burnett France, Paris, by creative director Stephan Ferens, art director Edward Capelle, copywriter Stéphane Santana, TV producers Gabriel Duforesto and Bertrand Ayache-Anguenot.

Filming was shot by director/photographer Dimitri Daniloff via Marcassin, Paris, with retoucher Christophe Huet.

Post production was done at Mikros Image.

The Hourglass spot appears to be heavily inspired by Chris Cunningham’s short film, Flex.

Filed under: AIDS, Film, Sidaction