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Fashion against AIDS by H&M

May 30, 2009 at 10:44 by Martina Comments

In Sweden, H&M has launched a project to collect funds and drive awareness around the HIV virus. Fashion against AIDS features a special t-shirt collection designed by a series of international music artists (Tokio Hotel and Cyndi Lauper among the others).

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The website is pretty straightforward, you have the celebrities and the t-shirts you can immediately buy through the online store.

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The attempt to generate a viral effect is supported by a (weird) branded avatar generator which, at least to me, looks a bit scary. Each avatar saved by a user is also automatically saved and posted in a dedicated photo album on Facebook. And this is probably the only aspect I really appreciate in this noble yet kind of flat project.

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The agency is Great Works together with Isotop.

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