H & M Fashion against Aids (click)

**One of the many H&M's I went shopping in - near Zoologischer Garten**

**In the dressing room: Purple Heart Condoms; Life is Too Short-Have Sex Be Safe t-shirts

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. Celebrities are making a stand to raise awareness and help fight the disease. I learned that 25% of the sales are being donated to youth HIV/AIDS awareness projects. Some of the celebrities I've seen on ads around Berlin, who have come together to design H&M's new collection, are Dita Von Teese, Katy Perry, Cyndi Lauper, N.E.R.D and Tokio Hotel. Many of the designs have an 80’s feel to them, which is hip for summer.

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The Fashion against AIDS campaign is a great example of interactive media and, in my opinion, one of the great advertising ideas I've seen recently. I always love it when celebrities use their super powers for good. H&M's message is loud and clear, with bold slogans and vibrant summer colors. Everywhere I went, whether by train, tram, bus or on foot, I could easily recognize the campaign. What is it about H&M's Fashion against AIDS awareness campaign that works well throughout all of Europe? It’s very simple. The project used the same black and white photography, while adding a splash of neon colors, for all its diverse advertising. In addition, the use of well-known celebrities could easily bring the ad campaign from Germany to Holland and even to Czech Republic (a few places I spotted the ads).

While in Berlin, my experience at an H&M was just as interesting as the campaign. On every other street corner, I could find an even bigger and better store. However, not every store was the same, and not every store offered the Fashion against AIDS collection. I noticed the collection was only sold, and probably with good reason, in the more youthful H&M stores. As you first walk in, you're engulfed in colors. The music coming from the speakers is a compilation of featured songs from the celebrities who have joined the campaign. At checkout, after I purchased a 'safe sex' t-shirt, the person behind the counter gave me a pin with Tokio Hotel on it. The cashier then pulled a basket full of condoms, what I thought initially to be postcards, and let me take as many as my little heart desired. I took six condom/postcards thinking about my roommates back at the hostel. You gotta love H&M!

**A postcard with a boxed condom attached to it; given to me after purchase

SeXo Y beLLeZa

We all recognize beauty if we see it, but what is considered 'sexual' is something that few can agree on. I wonder if sex is like a work of art, influenced by a matter of opinion, taste and culture. I can safely say, yes! The most suitable explanation I found for 'sex' is "the instinct or attraction drawing one person toward another, or its manifestation in life and conduct." As an American traveler temporarily living in Europe, I couldn't help but notice the sex portrayals in German culture. I believe most people who have visited Berlin will also agree.

In my opinion, and in comparison to the U.S., Germany is obviously less constrained regarding the stigma on sex. As I stroll around 'town,' I try and capture the moments when I've come face-to-face with 'out of the ordinary' advertisements and displays. I assume that what I've confronted throughout my stay in Berlin has to do with standards of the German culture. Obviously, decency varies by community, where standards can be raised or lowered (compared to the U.S.).

First, I will focus on what I believe to be the most obvious ‘sexual’ difference between U.S. and German cultural norms. As a true tourist, I made sure to parade around the city with my camera ready to snap a photo-op. Among the many, I was able to capture a picture of several adult magazines on display in public. In the U.S., regulations don’t allow magazines with X-rated photography to be displayed outside of a specialty store or in direct view of the public. What I found interesting was the fact that I would walk into a gas station or past a newspaper stand and find Playboy, FHM and other adult magazines showing naked women on the cover.

What's more, Berlin has one of the leading gay communities in the world, which is also evident in the city’s advertisements. Many ads geared at the homosexual community depicted photos of men kissing men. All the while, H&M promoted ‘Safe Sex’ with their Fashion for Aids campaign where condoms are given out after making a purchase.

Also, on one of my weekend trips to Prague, I noticed that the stigma on sex was more liberal than the advertisements led you to believe, in Berlin. As opened as I believed Berlin to be regarding sex and beauty, Prague blew my mind. There were ads for sex toys with naked women posted on every street corner. Without giving it a second thought, products were advertised by ‘sexy’ half-naked men and women.

*sex. (n.d.). The American Heritage® Dictionary of the English Language, Fourth Edition. Retrieved June 10, 2009, from Dictionary.com website: http://dictionary.reference.com/browse/sex

IMC Times Square = IMC Potsdamer-platz

New York City's Times Square is a digital icon known for its spectacular advertisements. My first walk through the center of Berlin, more precisely called Potsdamer-platz, reminded me of the streets of New York City. As far as I could see, people, cars, trams, bicycles AND advertisements were everywhere. I was in awe. The smells, the colors, the architecture and OH those advertisements. I was amazed looking up towards the sky and seeing giant billboard ads for Audi, Ben & Jerry's, T-mobile, H & M, and Volkswagen.

Firstly, Berlin has an amazing, mixed-feel of the old and the new. So far, what has made the best impression and is one of my favorite advertising strategies in Berlin are the two-person bicycle taxis. Germany has similar vehicle advertisements, except for Berlin's tour bicycle taxis. I found them to be a very interesting and cool way to promote a brand. The oddly, futuristic, pod-like look of the bikes will attract any foreign visitor's attention. I feel Germany is a step ahead with its strategic integrated marketing. H & M's AIDS campaign is seen throughout the entire city of Berlin; from the giant building signs to the plastic checkout bags.

In the U.S., advertisements on vehicles all tend to be the same. They are placed on the side of buses, on top of taxis, and on strange trucks with scrolling ads. Nothing like the strange bike pods and/or horse carriage ads placed throughout Berlin. My first impression of the integrated marketing communication used in Berlin was satisfying and enthralling. I can only imagine what awaits for the rest of my stay in Europe. Only great things to come.

Highlights

-I was impressed by the non-traditional advertising on Berlin's tour bicycles.
-I believe the IMC concepts thought out and distributed throughout Germany will better reach target audiences.
-From what I have seen, Audi and H & M have the best grasp of integrated marketing.