CCP Labels AIDS Unfashionable in Chicago

CHICAGO Chicago Creative Partnership makes public service spots look like fashion advertising in its first campaign for the AIDS Foundation of Chicago.

The print and outdoor campaign mimics the moody style of fashion advertising, looking like a campaign for trendy underwear or shoes. But rather than a designer’s name, the garments are labeled “AIDS,” and the headline on each ad asks, “When will it go out of style?”

New York-based fashion photographer Nicola Majorcchi, whose clients include Nike, Versace and Perry Ellis, donated his services for the effort, which will begin appearing in community newspapers, transit stops and bars around Chicago on Tuesday.

“As professional communicators, we’re in a unique position to be able to support important causes and organizations like AFC,” said Don Nelson, svp and creative director at the shop, in a statement. “AIDS is also something that people in our agency are personally passionate about, so it was really a privilege for all of us to donate our time and services to this effort.”

Chicago-based pre-media and printing services company The CAPS Group and commercial printer Bell Litho also donated their services for the pro bono effort.