MTV STAYING ALIVE CHEWING GUM
| Brand | MTV STAYING ALIVE |
| Product/Service | AIDS AWARENESS |
| Entrant | LOWE MENA Dubai, UNITED ARAB EMIRATES |
| Category | Public Health & Safety, Public Awareness, Fundraising and Appeals |
| Entrant Company: | LOWE MENA Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | LOWE MENA Dubai, UNITED ARAB EMIRATES |
| Production Company: | BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES |
Credits |
| Creative Director | Mark Lewis/Sanjay Mathur |
| Copywriter | Bianca Bernstein |
| Account Supervisor | Tarek Miknas |
| Director | Hadi |
| Producer | Shane Martin |
| Editor | Omar Abbas |
| Sound Design/Arrangement | Bkp Dubai |
| Music Artist/Title | The Elder Scrolls |
| Art Director | Layal Chuman/Shanon Waugh |
| Lighting | Oriol Villa |
| Post Production | Boomtown Post Production |
Brief Explanation
The idea, which uses a piece of chewing gum as a simple metaphor for the virus, is based around communicating the dangers of unsafe sex – how nonchalant society has become with regards to the disease, and how the disease knows no bounds; it has the power to affect each and every one of us if we allow it to and don’t take the necessary precautions. This is demonstrated by the ease with which the gum makes its way through a number of extremely different people, something otherwise known as the ‘six degrees of separation’.