Grey Opens ‘Positive Store’ for Israeli AIDS Task Force

By Kiran Aditham 

Would you share a drink or a plate with someone who’s HIV positive? Therein is the underlying theme of a recent campaign that continues after kicking off a Worlds AIDS Day campaign from ACW Grey Tel Aviv. In a three-minute documentary-style film, we meet a handful of Israelis who are coping with HIV while also dealing with those who fear contact with them due to their illness.

So, in an effort to help them deal with their plight, the agency has opened what it calls “The Positive Store,” a concept shop selling secondhand items tagged with QR codes that has attracted those with HIV, over 500,000 customers and $1 million in earned media. As of now, the conceptual store is opening up in other countries to help alleviate the stigma about HIV.

Executive Creative Director: Tal Riven
Creative Director: Idan Regev
Senior Copywriter: Kobi Cohen
Senior Art Director: Karin Gross
Agency Special Projects Director: Galit Siman-Tov
Agency Executive Producer: Meital Tzoref
Planer: Daniel Avital
Post Production: Snowball VFX
Agency Post Editor: Saar Mizrahi
Music: Tomer Biran
Sound Design Company: Signal
Sound Design Editor: Roy Dotan
Editor: Guy Dagan
Director: Guy Michael