Ex-aequo
“TTBM”
Print, Social Media and Web Campaign
WHAT IS IT ?
Ex-Aequo, a Brussels-based association towards Men who have sex with men (MSM), has chosen to launch a new campaign to raise awareness about the relations the target has with their doctors.
WHAT’S THE IDEA ?
20Something developed a creative concept spreading in poster ads, flyers, stickers as well as in online banners (Facebook and Gay Dating website PlanetRomeo).
The whole campaign is revolving around a clever copy that speaks directly to the target : in the french-speaking gay community, the expression “TTBM” stands for “Très Très Bien Monté”, which means “Very Well Hung”. We twisted its original meaning to spread our message clearly. “TTBM” now stands for “Très Très Bon Médecin” (Meaning “Very Good Doctor”) creating a play of words that will both create interest and surprise as well as making the target smile while communicating on a serious matter.
WHAT DID I WORK ON ?
Concept, Copywriting & Art Direction
Campaign Website: www.trestresbonmedecin.be
Agency: 20Something