RFSU is a well-known brand, but when buying a product from them, few people understand the connection to their important human rights work. With fierce competition from international brands in all their segments, we needed to make the purchase of an RFSU product mean more than just buying a condom, lubricant, sex toy, or pregnancy test.

They are most famous for their condoms but have added more products to their portfolio over the last few years and entered previously untapped product sectors. Therefore, they wanted to create an overarching brand story to help every product stand out in each sector.

In this film, we don’t talk that much about RFSU. Instead, we highlight their products as the freedom fighters they truly are, but also about how you are involved in the struggle for others' freedom by buying them.

Throughout the film, the products are placed in every human rights context RFSU supports, shedding the much-needed light on the higher purpose a condom, lubricant or sex toy from RFSU has and what it means to choose them over another brand.

Armed with this radical clarity and confidence, we go headfirst into today’s political climate and increasing censorship. The racy film takes place in a playful and dynamic universe, seamlessly transitioning through multiple worlds and incorporating elements of 3D, animation, and illustrated layers.

The campaign defied any previous expectations with 47.9M impressions (in a region with barely 27 million pairs of eyeballs and heavy censorship across all social channels), a 22% increase in intent to buy RFSU products (vs 13% benchmark ) and a 3x higher than average engagement rate.

The film also scored the highest ever measured Mood Score (92 out of 100%) with an overall 14% increase in respect for the brand, had a video completion rate of 94% and an engagement rate of 35%. All in all, resulting in a record year for RFSU with a 14% sales increase.